Rumen Pozharliev

Rumen Pozharliev serves as Assistant Professor in the Strategy and Entrepreneurship Department at Luiss Business School, Luiss University. He concurrently holds a Senior Research Fellow position at the university's X.ITE Research Center, an interdisciplinary hub focused on Behavior and Technology.

His academic credentials include:

• Graduated with honors in Marketing (Economics and Business – Marketing)
• PhD in Consumer Neuroscience from Erasmus University Rotterdam

Professor Pozharliev's research program pioneers the application of neuromarketing techniques to decode how social context modulates neurophysiological responses to advertising. By measuring cognitive processes through EEG and biometric tools, his work provides empirical foundations for predicting advertising effectiveness in real-world social environments. This bridges critical gaps between neuroscience, consumer behavior, and marketing strategy.

His scholarly contributions appear in elite journals including Journal of Marketing Research, Journal of Advertising, and Frontiers in Human Neuroscience, establishing him as a leading voice in experimental consumer neuroscience.

At Luiss Business School, he teaches specialized courses in consumer neuroscience, service marketing, and marketing planning using Markstrat simulation. His pedagogy emphasizes translating neuroscientific insights into actionable marketing strategies through hands-on experiential learning.

The X.ITE Research Center serves as his primary research base, where he directs projects examining technology-mediated human behavior with applications across digital marketing, service design, and consumer decision architecture.