Debora Bettiga

Debora Bettiga is an Assistant Professor at Politecnico di Milano and Core Faculty at the Polimi Graduate School of Management, where she teaches Marketing Strategy, Consumer Behavior, and Marketing Research Methodologies. She leads the Physiology, Emotions and Experience Lab (PHEEL), focusing on bio- and neuromarketing applications. Her research bridges traditional marketing methods with neuroscience techniques to analyze consumer decision-making processes, particularly in digital innovation, healthcare technology adoption, and co-creation dynamics.

Education: She holds a PhD in Management Engineering from Politecnico di Milano, and both her Master’s and Bachelor’s in Management from Università Bocconi. Her academic journey includes visiting scholar roles at the Ross Business School (University of Michigan) and Harvard University, alongside international study periods in Arizona, Beijing, and Brussels.

Research Interests: Bettiga’s work emphasizes emotional drivers in consumer choices, leveraging neurophysiological data alongside traditional surveys. Key themes include: anticipated emotions in new product adoption, the role of co-creation in innovation, and the psychological impact of digital tools like wearables and VR in healthcare and tourism. She explores how bioscience methods can quantify unconscious consumer responses to marketing stimuli.

Awards: Notable recognitions include the THOMAS P. HUSTAD BEST STUDENT PAPER AWARD (2014) and a runner-up BEST PAPER AWARD at NeuroPsychoEconomics Conference (2019).

Professional Contributions: She has advised on innovation contests in healthcare and co-led studies on gambling behavior tracking. Her teaching spans BSc/MSc courses in Business Economics, MBA programs, and executive education modules on Omnichannel Marketing Management.

Labs & Teams: As PHEEL Lab director, she integrates interdisciplinary teams to pioneer studies on consumer neuroscience, with collaborations linking engineering, psychology, and business disciplines.