Neuromarketing Event | Brains, Business and Behaviour: How Neuroscience Changes Marketing and Management

Tuesday, 5 March 2024 | 17:00-19:00 (EET time)

CITY College, University of York Europe Campus
(3, L. Sofou st. Lecture Theater 8)
Thessaloniki
(In Person or Online)

Watch the event!

Speakers

Dr. Gaia Rancati
Assistant Professor of Marketing and Neuromarketing, Department of Marketing, Jones A. College of Business

Visiting Assistant Professor, IULM University

Dr. Nikolaos Dimitriadis
Programme Lead of MSc in Neuromarketing, CITY College, University of York Europe Campus

Head of Neuro Consulting Optimal HR Group

Prof. Alexandros Psychogios
Professor of HRM & OB, Loughborough Business School, Loughborough University

Dr. Kiki Koutmeridou
Chief Behavioural Scientist at DonorVoice

Lecturer, Business Administration & Economics Dept., CITY College, University of York Europe Campus

Dr. Elina Ketikidi
Lecturer, Business Administration & Economics Dept., CITY College, University of York Europe Campus

Leading the Applied Neuroscience Lab at CITY College, University of York Europe Campus

Overview

Business is about people. Both internally (for employees) and externally (for customers) companies try to understand, predict and influence human behavior. But where does human behavior come from? And how can we really predict it and change it? This event discusses and explains how businesses around the world apply neuroscience for better research and better strategies. By using practical examples from many industries and countries, the speakers will demonstrate the benefits of using new scientific approaches for decoding and influencing human behavior inside and outside the company. The event is organised by the Business Administration and Economics Department of CITY College, University of York Europe Campus, and is supported by CITY College's Applied Neuroscience Lab. Participants will have the opportunity to visit the lab at the end of the event.

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Schedule

17.00 - 17.10 Opening
by Aggeliki Papakonstantinou
Head, Business Administration & Economics Dept., CITY College

17.10 - 17.40 Human-robot interactions in retail stores: the immersion contagion
Dr. Gaia Rancati

17.40 - 18.00 Neuromarketing and Beyond: How Neuroscience is Revolutionizing Business
Dr. Nikolaos Dimitriadis

18.00 - 18.20 NeuroManagement: An Emerging Field
Prof. Alexandros Psychogios

18.20 - 18.40 Uncovering The Hidden Forces of Consumer Behaviour
Dr. Kiki Koutmeridou

18.40 - 19.00 Neuromarketing Lab Visit
with Dr. Elina Ketikidi

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Speakers' Short Bios

Dr. Gaia Rancati

Gaia Rancati, PhD, is assistant professor of marketing and neuromarketing at Middle Tennessee State University in the USA, where she is also director of the Neuromarketing Lab. She is also a visiting assistant professor at IULM University in Italy. Previously, she was an assistant professor at Allegheny College in the USA and senior researcher at Claremont Graduate University in the USA. Her research focuses on the application of neuromarketing in the interaction between humans and artificial intelligence in retail stores, online and in the metaverse, but she is also interested in luxury fashion. She is the author of the first paper on human-robot interaction in retail stores measured using neuro-tools, which was recognized as one of the most influential papers of 2023. Among the companies she works for her research there are Amazon, Tesla, Ford, Sotheby’s, Buckle, Fedon 1919. She is an active member of the American Marketing Association and co-founder of Affectively Research, the first academic neuromarketing network in the US, where she is responsible for the galvanic skin response module. She is a brand ambassador for iMotions. In 2022, she was a speaker at the World Neuromarketing Forum. Since 2019 she has been a speaker at the World Retail Congress. In 2019, she was awarded Woman of Excellence in Retail at the World Economic Forum. Before turning to academia, she was sales manager at Louis Vuitton and retail manager for Value Retail and Max Mara.

Dr. Nikolaos Dimitriadis

Dr. Nikolaos Dimitriadis is an award-winning communications professional, book author, educator and consultant. He spoke at TEDx for the urgent need for Brain-Based Communication and he contributed to the NeuroMarketing Manager Program at Hamburg Media School. Dr. Dimitriadis has scanned more than 8,500 brains from 25 countries globally for Neuromarketing, NeuroHR and academic purposes. He has worked with international brands such as IKEA, IBM, JTI, Nestle, Johnson&Johnson, AstraZeneca, CISCO, SAP, Pierre Fabre, Coca Cola, T-Mobile, Dixons, Banca Intesa Sanpaolo, Societe Generale, Unicredit, Microsoft, VMware, Raiffeisen Bank, SAP, DELL, USAID and others. He is the Head of Neuro Consulting Services at Optimal HR Group, Athens (Greece), offering cutting-edge Neuromarketing and NeuroHR research and consulting. He has received his PhD and MBA from The University of Sheffield (UK), and he is a certified Neuromarketer. He teaches regularly in various MBAs and other university and corporate programs around the world. He is a Professor of Practice at The University of York Europe Campus, Greece, where he leads the MSc in Neuromarketing. He is also a Visiting Professor at the School of Economics and Business of the University of Ljubljana, Slovenia. Lately, Dr. Dimitriadis helped launch wellbeing.ai, a Belgium-based pioneering startup in the field of emotional and mental health tech at work. Dr. Dimitriadis received the Greek Excellence Award 2022 from the Hellenic Institute for Customer Service for his global professional contributions.

Prof. Alexandros Psychogios

Prof. Alexandros Psychogios is a Professor of HRM & OB at and Deputy Head of Work & Organisation Group at Loughborough Business School, Loughborough University. He is also a Visiting Professor in various Universities in Europe and a Research Associate at South-Eastern European Research Centre in Greece. His specialization is on International & Strategic HRM; Leadership, Neuroscience & Complexity; Performance & Reward Management. Prof. Psychogios has a wide experience of participating in various research and consultancy projects. His work has been published in several journals like British Journal of Management, Human Resource Management Journal, International Journal of HRM and European Journal of Industrial Relations, Economics & Industrial Democracy, Employee Relations, Leadership & Organization Development Journal, etc. In August 2020, Academy of Management awarded him with the Benedictine University Award for Outstanding Research Work on Ethical Issues in Consulting. Prof. Psychogios co-authored the books: Neuroscience for Leaders (Kogan Page) that has been translated in Chinese (both dialects), Vietnamese, Japanese, Portuguese and Greek, and Managing People in SMEs in Turbulent Contexts (Routledge).

Dr. Kiki Koutmeridou

Kiki is the resident Chief Behavioural Scientist at DonorVoice, the only behavioural science-based fundraising agency. Her role involves a hands-on partnership with non-profit organizations. By integrating behavioural science principles into fundraising strategies, Kiki helps these organizations not only increase their revenue but also enrich the donor experience. With an MSc in Neuroscience, a PhD in Cognitive Psychology and, as former head of two applied behavioural science units, Kiki expertly applies academic understanding to real world fundraising challenges. Her approach is distinguished by her ability to translate complex behavioural science concepts into practical, actionable strategies that lead to measurable success. She’s spent years applying her expertise directly with clients all around the world with an unparalleled track record of success.

Dr. Elina Ketikidi

Dr. Elina Ketikidi Gerakis currently holds the position of a Lecturer in Management at CITY College, University of York Europe Campus & New Bulgarian University, while also is the Neuromarketing Ethics Coordinator at CITY College, University of York Europe Campus. At CITY College, University of York Europe Campus she is also leading the Applied Neuroscience Lab. With a strong academic foundation from The University of Sheffield (UK), where she pursued her Ph.D. in Social Sciences, her expertise spans across various domains, including Sustainable Fashion, Digital Marketing, and Neuromarketing. The focus of her Ph.D. thesis was on millennials visual attention towards social media posts regarding sustainability in fashion, which has been explored through the lenses of an eye tracker. Dr. Ketikidi Gerakis was the Dissemination & Communication Manager at the South-East European Research Centre (SEERC) and currently she is Research Associate at South-East European Research Centre (SEERC). In the past she was a Digital Account Executive at the multinational advertising company MullenLowe Athens. She has previously worked as Social Media Marketing Consultant at The Fashion Revolution Foundation. Driven by her passion for Sustainable Fashion, Digital Marketing, and Neuromarketing, Dr. Ketikidi Gerakis continues to make meaningful contributions in academia, industry, and societal endeavors, bridging the gap between research, marketing innovation, and ethical practices.