Marco Mandolfo

Research on human behaviour in industrial contexts has traditionally treated the individual as a “black box,” focusing on how environmental and organizational variables influence observable outcomes such as decision performance. While this approach has generated valuable insights, it provides limited understanding of the internal mechanisms through which individuals process stimuli and translate them into behaviour. Neurobiological methods offer a way to open this black box, enabling the direct and real-time observation of the processes that mediate the link between context and performance. This presentation draws on a series of experimental studies conducted at the PHEEL (Physiology, Emotion, Experience Lab) at Politecnico di Milano to illustrate the value of integrating neurophysiological measures, including cortical, cardiac, dermal, and ocular responses, into managerial research. It discusses applications across multiple domains, including operations management, consumer behaviour, destination marketing, and industrial work settings, highlighting common underlying mechanisms across contexts. We will address current methodological challenges and outlining promising directions for future research.