JUNIOR RESEARCHER
Research Fellow at the Department of Economic and Management, University of Parma, where she works on sustainable consumption behavior and visual attention.
Her research areas include sustainable consumption, neuromarketing, eye-tracking, consumption in immersive and metaverse virtual platforms, and the effect of foreign languages on decision-making processes
She received a Bachelor's Degree in Civilization and Modern Foreign Languages and a Master's Degree in International Business and Development from the University of Parma. Subsequently, she obtained an Executive Master's Degree in Behavioral Economics and Nudging from IULM University. In July 2024, she received a PhD in Communication Markets and Society from IULM University in Milan, during which she collaborated with the Behavior and Brain Lab, specializing in neuromarketing techniques.
In 2023, she did a 12-month stint at the Department of Marketing at the Rotterdam School of Management as a Visiting PhD Scholar where she specialized in the study of eye movements.
From 2022 to 2024, she was Cultrice della Materia at IULM University for courses in Consumer Psychology and Neuromarketing and Audiovisual Communication Psychology.
MAIN PUBLICATIONS
- Venturini, A., & Columbano, M. (2023). 'Fashioning'the metaverse: A qualitative study on consumers' value and perceptions of digital fashion in virtual worlds. Journal of Global Fashion Marketing, 15(1), 6-22.
- Russo, V., Bilucaglia, M., Casiraghi, C., Chiarelli, S., Columbano, M., Fici, A., ... & Zito, M. (2023). Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising. Frontiers in Psychology, 14, 1238879.
- Columbano, M. (2024). Unpacking Sustainability: Exploring the Effects of Packaging Cues on Consumer Perceptions. [Doctoral thesis, IULM University] Apeiron IULM
- Columbano, M., Sbrolli, V., Grazzini, L., & Zerbini, C. (2024, October 17-19). Decoding green consumerism: Trends, theories, and implications of labelling and sustainable packaging in food retail. 21st SIM Conference 2024 Milan, Italy.
- Columbano, M., Zerbini, C., Vergura, D. T., & Luceri, B. (2024. October 10-13). Color overload: Exploring the effects of design complexity on sustainable consumption. Society for Neuroeconomics 22nd Annual Meeting Cascais, Portugal.
- Columbano, M., & Venturini, A. (2024, January 18-20). Investigating Consumption Values and Purchase Intentions in Metaverse Shopping: A Pilot Study. In Proceedings of the 23rd International Marketing Trends Conference Isola di San Servolo, Venice, Italy.
- Columbano, M., Zito, M., Casiraghi, C., Bilucaglia, M., Valesi, R., Rossi, C., Rivetti, F. & Russo, V. (2023, June 8-9). Neuroselling: unveiling the underlying processes of infomercials success. In 2023 NeuroPsychoEconomics Conference Proceedings, Granada, Spain.
- Bellati, M., Bilucaglia, M., Columbano, M., Valesi, R., & Luperini, A. (2022, September 27-30). Exploratory Study on Bio-Risk Perception and Impact of Specific Training. In Book of Abstracts. 30th Congress of the Italian Association of Psychology. Padua University Press. Padua, Italy.