Connection between neuroscience and food perception in focus

The connection between one's neuroscience, food perception, and marketing was the focus of an interactive seminar held in collaboration with the Italian Trade Agency, IULM University, and Sultan Qaboos University on Tuesday.

The seminar is part of the Italian Cuisine in the World event, taking place from November 10 to 17 in Muscat.

Held under the auspices of HH Sayyidah Basma al Said, the event aims to provide insights into how the human brain influences food preferences.

Professor Vincenzo Russo, Full Professor of Consumer Psychology and Neuromarketing at IULM University in Milan, conducted hands-on activities and multi-sensory experiments to demonstrate how neuromarketing strategies can enhance consumer experiences.

In an interview with the Observer, Prof Vincenzo Russo said that the event is an opportunity to showcase how neuroscience can improve communication skills, making consumers more aware of their choices, especially concerning food.

"It was a great honour to participate as a spokesperson for IULM University and as an ambassador of neuromarketing on this day dedicated to the Mediterranean Diet. Thanks to the collaboration of Dr Fiamma Rivetti and Dr Greta Rondi. Representing IULM here in Oman was significant, as it allowed us to explore the role that science and culture can play in promoting healthy and responsible eating. Special thanks to Sultan Qaboos University for the warm welcome and to the Italian Embassy in Muscat and Ambassador Pierluigi d'Elia for the support that made this important moment of cultural and scientific exchange possible," Professor Russo said.

Throughout the week, Chef Domenico De Gregorio (Mimmo), a passionate Italian chef and owner "Lo stuzzichino," known for blending tradition with innovation in his dishes, will be in Muscat. He will participate in a special evening at the Italian Residence, delighting guests with delicious Italian recipes and live cooking.