Una proposta di ‘marketing linguistico’. Il rapporto tra complessità linguistica e parametri neurofisiologici in uno studio sperimentale sulla comunicazione turistica.

The study was developed within a research project aimed at developing an interdisciplinary approach taking advantage of the cross-pollination between two scientific areas: linguistics and marketing, more specifically neuromarketing. An experimental protocol was conceived to explore the neurophysiological reactions (approach/withdrawal, eye-tracking, mental effort) of a group of informants facing the reading of three commercial texts in the field of sustainable tourism (Italian national parks) with a different degree of linguistic complexity. Results confirm empirically the effect of lexical and morpho-syntactical complexity on mental effort and show their impact in arising interest in readers as potential customers. This interrelation sheds a new light in the perspective of bridging marketing and linguistics.