Marketing researcher creates lab to study consumer emotions
A new lab based at the Ted Rogers School of Management will use neuroscience to probe consumers’ emotional processes for insights into marketing and management.
The new EmoLab, led by Dr. Mathieu Lajante, is the only lab in a Canadian Business School dedicated to psychophysiological investigations of consumers' and workers' emotional processes in various marketing settings and workplaces.
EmoLab is a neuroscience-based research platform that specializes in consumers’ physiological responses. It investigates how affective processes such as emotions and empathy affect subsequent judgments, decision-making and behaviors.
“As an expert in consumer neuroscience, it was essential to have access to a neuroscience-based research platform for leading reliable and valid research projects,” explains Dr. Lajante, Associate Professor, Marketing Management. “I wanted to create the EmoLab to bring a social and affective neuroscience perspective to marketing and management, and offer students, faculty members and industry partners a space to explore consumer and workers' behaviors and emotions through psychophysiological measurements.”
In addition to consumer neuroscience research, the EmoLab will also offer workshops, training and speaking engagement services.
Dr. Lajante has published numerous academic papers on consumers’ emotions through a neuroscience approach. His current interest relates to interactions between consumers and service robots at the organizational frontline, and how consumers’ emotions shape service interactions with AI-based service encounters.
