This is the first Italian handbook that explains how to apply neuromarketing and neuroscience to storytelling, in order to create more usable and effective content.
Thanks to its easy-to-read but rigorously scientific approach, it helps readers understand one of the new frontiers opened by neuroscience: the creation of effective contents constructed thanks to the knowledge of the brain and how it reacts, learns and focuses.
The author indicates the key points and the most recent discoveries, stressing risks and opportunities. Specific attention is given to Italian experiences through interviews with researchers and experts and the presentation of some business cases.
The book is designed for marketers and UX writers as well as for communication professionals in general; it is especially suitable for undergraduate and postgraduate students as well as for vocational trainees.