An Integrative approach to neuroscience and social marketing for promoting social behavioral change in Public Health

This research contributes to the field of management by exploring how neuroscience complements social marketing approaches to enhance behavioral change in public health. Specifically, it explores how neuroscience can contribute to supporting social marketing campaigns, with the aim of strengthening both behavior change and the effectiveness of communicative messages. This contribution addresses two key dimensions of communication: one-to-one and one-to-many communication, analyzing these two different contexts in detail. The first chapter reviews the scientific literature with the goal of summarizing the current state of research on the integration of neuroscience tools within the social marketing framework in public health. The second chapter focuses on one-to-one communication, analyzing experimental studies that aim to improve doctor–patient communication, particularly regarding how to increase the visual attention to nutritional advice in clinical letters through the use of eye-tracking technology. The third chapter shifts the focus to one-to-many communication, evaluating how consumers perceive the nutritional label Nutri-Score and its role in communicating nutritional messages.