Our mission is to broaden the understanding of responses associated with communication stimuli, which involve multiple elements and agents (individuals, groups and digital systems), recognizing the complexity and non-linearity of the processes involved. Understanding these dynamics becomes crucial, as it allows for the creation of more effective communication strategies.
As part of ICNOVA, LICA responds in particular to the research agenda of the Strategic Communication Research Group, providing tools for the collection and interpretation of qualitative, quantitative and physiological data.
Our research focuses on contexts of behavioural change in the social, health and environmental spheres, including the following lines of research: understanding how different types of messages, mediated by cultural and social context, trigger different responses; explore the link between emotional responses, memory, and decision- making; investigate how the brain processes information to create effective messages; examine the neural mechanisms of trust and credibility in communication; and assessing how the brain responds to various elements of communication to measure their impact.
