Dr. Veronika Keller, a faculty member at Széchenyi István University, visited the University of Prešov (Prešov University) in May 2026 under the framework of the Pannónia Scholarship Program. The primary objective of the research mobility was to deepen existing institutional partnerships and to explore the internationally outstanding infrastructure and research methodologies of the Faculty of Management and Business.
The professional relationship with the Slovakian partner institution is well-established: several lecturers from the Faculty of Management and Business—including doc. Dr. Daniela Matušíková, PhD. and Mgr. Tünde Dzurov Vargová, PhD., had already visited Széchenyi István University this past April as part of a staff mobility program. The recent visit to Prešov serves as an organic continuation of the cooperation previously initiated in the fields of teaching and research mobility.
Cutting-edge Technology in Consumer Behaviour Research
One of the most significant professional milestones of the mobility was exploring the activities of the Department of Neuromanagement, Neuromarketing, and Innovation, along with its state-of-the-art neuromarketing laboratory. The advanced infrastructure of the facility not only provides students with up-to-date practical knowledge but also delivers valuable insights for industrial partners and the international scientific community.
Head of Department Ing. Ivana Ondrijová, PhD. presented a detailed overview of the cutting-edge equipment used in the laboratory to measure central and peripheral nervous system responses:
- EEG (Electroencephalography): Measures the electrical activity of the cerebral cortex to track cognitive workload and attention levels second-by-second (e.g., while viewing advertisements).
- Eye-tracking: Reveals what a consumer looks at first and what completely escapes their attention by tracking gaze fixation points and pupil dilation.
- GSR / EDA (Galvanic Skin Response / Electrodermal Activity): Measures the intensity of emotional arousal through microscopic changes in skin sweat gland activity.
- Facial Coding (Facial Expression Analysis): Utilizes AI-powered software to identify the seven basic emotions from micro-expressions on the face.
- ECG and Heart Rate Monitoring: Monitors stress and relaxation levels using Heart Rate Variability (HRV).
The laboratory currently hosts high-priority research projects focusing on “compulsive buying” behavior and on the consumer impact of social media posts. Dr. Veronika Keller had the opportunity to gain hands-on experience testing the eye-tracking and facial coding systems, and subsequently participated in the joint evaluation of the experimental data.
