Neuromarketing and Emotional Branding in the Luxury Automotive Sector: The Ferrari Case

This thesis explores the intersection of neuromarketing, emotional branding, and consumer experience in the luxury automotive sector, focusing on Ferrari as a representative case. The research aims to examine how emotions and cognitive biases influence the decision-making processes of high-end consumers and how luxury brands leverage these mechanisms to create symbolic and experiential value. The first part of the study defines the concept and evolution of luxury, highlighting its key dimensions – exclusivity, craftsmanship, and heritage – as well as the psychological motivations that drive consumers toward high-end products. It then introduces the theoretical foundations of neuromarketing, illustrating how cognitive and emotional systems interact in shaping consumer preferences. The analysis of cognitive and affective biases provides insights into the seemingly irrational yet deeply human aspects of consumption in high-value markets. Through the Ferrari case, the study demonstrates how the brand transforms performance, design, and tradition into an emotional narrative that transcends the product itself. Storytelling, visual identity, and digital communication emerge as key tools for reinforcing brand authenticity and emotional attachment. The empirical section is based on qualitative interviews with Ferrari clients, revealing that ownership and interaction with the brand are perceived as forms of emotional investment and self-expression, turning purchase decisions into meaningful experiences rather than purely functional choices. The thesis concludes that emotions are a central driver in luxury consumption and brand perception. Neuromarketing offers valuable tools for understanding the affective mechanisms underlying consumer–brand relationships, while also raising important ethical considerations regarding the responsible use of emotional influence in marketing strategies.