Horticulture economist to address Ellison floriculture fall lecture
Dr. Marco Palma (Texas A&M AgriLife photo)
The event is on Oct. 7, beginning with a 2 p.m. reception for Palma, who is the Texas A&M AgriLife Extension Service horticulture economist in College Station, followed by his presentation at 3 p.m. The public is invited to the free event in the Horticulture and Forest Science Building at Texas A&M University, College Station.
“Consumer choices are based on conscious and unconscious factors. Oftentimes, consumers do not act rationally by carefully weighing the cost and benefits of a decision. Instead, consumer decisions are highly influenced by emotions,” said Palma, who also is associate professor of agricultural economics at Texas A&M. “Neuromarketing is about combining traditional marketing methods with biometric responses to improve our understanding of the consumer.”
He explained that biometric responses include eye tracking for visual attention and interest, galvanic skin responses for arousal, facial expression analysis to assess emotions and electroencephalography to monitor brain activation in the scalp.
As an AgriLife Extension specialist, Palma provides statewide leadership and applied research in horticulture marketing for the public. He also provides technical expertise and educational programs for producers, packers, shippers, wholesalers and retailers in the horticulture industry.
For more information on the Ellison Chair in International Floriculture, go to http://ellisonchair.tamu.edu/.
Source: today.agrilife.org