Dr. Gaia Rancati
Assistant Professor of Marketing and Neuromarketing
Office Hours by appointment:
Tuesday and Thursday 4 pm - 6 pm (in - person)
Global Expertise
Countries and/or Territories of Expertise
- Italy
Languages Spoken
- English
- French
- German
- Italian
Areas of Global Specialization
Departments / Programs
Degree Information
- PHD, Universita IULM (2018)
- MA, Universita IULM (2009)
- BA, Universita IULM (2009)
Areas of Expertise
Neuromarketing, Artificial Intelligence, Retail, Service Marketing
Biography
Gaia Rancati, PhD, is assistant professor of marketing and neuromarketing at Middle Tennessee State University in the USA, where she is also coordinator 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 bet...
Read More »Gaia Rancati, PhD, is assistant professor of marketing and neuromarketing at Middle Tennessee State University in the USA, where she is also coordinator 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.
Publications
Manuscripts Published:
Mauri, M., Rancati, G., Gaggioli, A., Riva, G. (2024) Comparing the effects of immersive and non-immersive real estate experience on behavioral intentions. Computers in Human Behavior 150:107996.
Rancati, G., Nguyen, T. T. T., Fowler, D., Mauri, M., & Schultz, C. D. (2023) Customer experience in coffee stores: A multidisciplinary Neuromarketing approach. <...>
Read More »Manuscripts Published:
Mauri, M., Rancati, G., Gaggioli, A., Riva, G. (2024) Comparing the effects of immersive and non-immersive real estate experience on behavioral intentions. Computers in Human Behavior 150:107996.
Rancati, G., Nguyen, T. T. T., Fowler, D., Mauri, M., & Schultz, C. D. (2023) Customer experience in coffee stores: A multidisciplinary Neuromarketing approach. Journal of Consumer Behaviour.
Rancati, G., Maggioni, I. (2023) Neurophysiological Responses to Robot-Human Interactions in Retail Stores. Journal of Services Marketing 37(3), 261-275.
Mauri, M., Rancati, G., Gaggioli, A., Riva, G. (2021) The Application of Implicit Association Test techniques and Facial Expression Analyses in the Comparative Evaluation of Website User Experience. Frontiers in Psychology, special issue in Neuromarketing and Neuromanagement.
Rancati, G., Maggioni, I. (2020). Human Versus Robot Sales Assistants: The Impact of Immersion and Dwell Time. Insights 32- Neuromarketing and Business Association, Special Retail Issue.
Published Chapter in a Book:
Rancati G. (2022) Human + Robot: the ideal integration for the future of retail. Chapter in the Book Retailoring, Franco Angeli Publishing
Rancati, G., Tyagy, N., Firdous, A. (2021) The Relevance of Intelligent Automation in Contemporary Business Context. Chapter in the Book Contemporary Business Trends: Pre- and Post-Covid Scenario, Bloomsbury Publishing.
Presentations
2024: Academy of Marketing Science (AMS) – Coral Gable
Paper: Digital Voice Assistants in Online Shopping
2024: American Marketing Association (AMA) - Winter Academic Conference – Tampa
Paper: Bias in Using Digital Voice Assistants in Online Shopping
2023: Society of Marketing Advances (SMA) Annual Conference -Fort Worth
Paper: The Effect of Sales Assistant-Cus...
Read More »2024: Academy of Marketing Science (AMS) – Coral Gable
Paper: Digital Voice Assistants in Online Shopping
2024: American Marketing Association (AMA) - Winter Academic Conference – Tampa
Paper: Bias in Using Digital Voice Assistants in Online Shopping
2023: Society of Marketing Advances (SMA) Annual Conference -Fort Worth
Paper: The Effect of Sales Assistant-Customer Interaction on Immersion inside Retail Stores.
2023: 31st Frontiers in Service Conference - Maastricht
Paper 1: Agency or Presence: Customer Emotions towards Robots in Service Encounters.
Paper 2: The Importance of Service Tasks in Voice-Automated Service Encounters
2023: Academy of Marketing Science (AMS) – New Orleans
Paper: Super Bowl commercials’ effectiveness in creating a diverse and inclusive brand image: A neuromarketing approach.
2023: AMA Winter Conference - Nashville
Session Chair
Paper: Agency or Presence: Customer Emotions towards Robots in Service Encounters'
Paper: Keep to the Task! The Role of Service Type in Service Chat Encounter
2022: ANZMAC 2022 _Reinvent and Reimagine
Paper: Genders Stereotyping and Cognitive Biases in Digital Vocie Assistant Shopping
2022: Neuromarketing World Forum
Paper: Biases in Using Digital Voice Assistants
2022: Frontiers in Service Conference
Paper: The Effect of the Digital Voice Assistants Gender and Cognitive Bias on Customer Behavior in Online Shopping
2022: 21st International Business Congress
Keynote speaker on Human-Robot Interactions in Retail and Online Paper: Super Bowl commercials’ effectiveness in creating a diverse and inclusive brand image: A neuromarketing approach
2022: 51st Annual Meeting of the Society for Computation in Psychology
Paper: Implicit Association Test Techniques and Facial Expression Analyses in the Comparative Evaluation of Website User Experience
2022: AMA Winter Academic Conference
Paper: The Voices We Hear - Gender and Voice in Technology Acceptance of Digital Voice Assistants'
2021: The 7Th Naples Forum on Service
Paper: The Effect of Sales Assistant-Customer Interaction on Immersion inside Retail Stores
2021: 2021 Virtual Annual Conference – Celebrating 50th Anniversary AMS
Paper: The Effect of Robot-Human Interaction on Immersion and Store Visit Duration
2021: International Conference on Contemporary Business Trends – NIT Srinagar
Paper: Robot-human Interactions in Retail Stores: a Neuromarketing Perspective Honorable Mention from the Chair
2020: 14th International Conference - Convergence 2020 – IFIM Business School
Paper: Robot-human interactions in retail stores: a neuromarketing perspective
2019: World Retail Congress 2019
Paper: Living with a robot: lessons in neuroscience, retail, sales, and the future of AI
Awards
2024: Most Influential Neuromarketing Paper - Neuromarketing and Business Association
Paper: Robot-human interactions in retail stores: a neuromarketing perspective
2023: MTSU-Research Scholar Week
Paper 1: Super Bowl Commercials’ Effectiveness in Creating a Diverse and Inclusive Brand Image: A Neuromarketing Approach
Paper 2: Online Shopping Experience in Automotive: A Neuromarketing Approach
Winner First- ...
Read More »2024: Most Influential Neuromarketing Paper - Neuromarketing and Business Association
Paper: Robot-human interactions in retail stores: a neuromarketing perspective
2023: MTSU-Research Scholar Week
Paper 1: Super Bowl Commercials’ Effectiveness in Creating a Diverse and Inclusive Brand Image: A Neuromarketing Approach
Paper 2: Online Shopping Experience in Automotive: A Neuromarketing Approach
Winner First- and Second-Best Research Award in Undergraduate Marketing Research
Paper: The Voices We Hear – Effect of Cognitive Bias and Gender on Digital Voice Assistant Shopping
Winner First Best Research Award in Graduate Marketing Research
2022: Most Influential Neuromarketing Paper - Neuromarketing and Business Association
Paper: The Application of Implicit Association Test techniques and Facial Expression Analyses in the Comparative Evaluation of Website User Experience.
2021: International Conference on Contemporary Business Trends – NIT Srinagar
Honorable Mention from the Chair
Title: Robot-Human Interactions in Retail Stores: a Neuromarketing Perspective
2020: 14th International Conference - Convergence 2020 – Jagdish Sheth School of Management
Best Paper Award
Title: Robot-human interactions in retail stores: a neuromarketing perspective 2019
2019: World Women Economic Forum - New Delhi - India
Award as Woman of Excellence for the Research on Customer Experience and Retail
Research / Scholarly Activity
Coordinator of the Neuromarketing Lab @MTSU- Department of Marketing
Courses
Principles of Marketing
Retailing and E-Commerce
Neuromarketing (Fall 2024)
Marketing Research