I am is an assistant professor of marketing and neuromarketing at Middle Tennessee State University in the United States and a visiting assistant professor at IULM in Italy.

During my doctoral studies, I worked in the Center of Neuroeconomics Studies at Claremont Graduate University, focusing on psychophysiology in retailing.

My research interests focus on neuromarketing, retailing, services marketing, and artificial intelligence. In particular, my work in neuromarketing includes human-robot interactions, retailing and augmented reality.

Before turning to Academia, I worked for several years as a retail manager in the luxury fashion industry and currently consults with companies on retail and the sales process.

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Manuscripts Published:  

Rancati, G., Maggioni, I. (2022) Neurophysiological Responses to Robot-Human Interactions in Retail Stores. Journal of Services Marketing.  

Rancati, G., Mauri, M., 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., 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.

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2023: AMA Winter Conference 

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  

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