Full Professor of Psychology of Consumption and Neuromarketing at IULM, the Italian University of Languages and Communication, in Milan. Founder and Scientific Director of the “IULM Behavior and Brain Lab” Neuromarketing Research Centre. Scientific director of the Master's Degree in Food and Wine Communication and the Master's Degree in Neuromarketing, Consumer Neuroscience and Market Research. Scientific Director of the bid by the Region of Sicily for appointment as European Region of Gastronomy 2025 (appointment granted on 17 December 2023). He has led national and international research projects on the relationship between emotions, decisions and eating habits. Delegate of the Rector for relations with businesses. He held this role for the Expo2015 projects and for the Evaluation of Research at IULM. Author of one of the most widely used manuals on Consumer Psychology (second reprint published by McGraw-Hill), and of “Neuromarketing” (pending publication with FrancoAngeli), “Consumer Neuroscience” (with Pearson) and “Comunicare il Vino” and “Neuroscienze a Tavola” (with Guerini). He has published theoretical and research contributions on food consumption and neuromarketing in Frontiers in Neuroengineering, Frontiers in Psychology, Frontiers in Human Neuroscience, Food Quality and Preference, Journal of Global Information Management, European Journal of Information Systems, Food Quality and Preference, Risorsa Uomo, and in the Psicologia, Consumi e Società series published by McGraw-Hill.