Larissa BATRANCEA

Title of presentation: Brainy Neuromarketing Strategies in a Digital Economy

Larissa Batrancea is Associate Professor of financial analysis, game theory for business and family businesses at the Faculty of Business, Babes-Bolyai University Cluj-Napoca, Romania. She received her PhD in economics from Babes-Bolyai University and completed a postdoctoral program at the Romanian Academy in Bucharest, ranking first among 134 postdoctoral fellows. She holds a BA in economics, an MA in small business, a BSc and an MSc in mathematics, all awarded by Babes-Bolyai University. She was visiting professor, invited researcher and completed various training programs at universities from Austria, Brazil, Denmark, Germany, Italy, the Netherlands, Russia, Slovakia, Spain, Sweden, UK, USA. Her publication record comprises 30 books and book chapters as editor, author and translator (in Routledge, Springer, Elsevier, IGI Global, Risoprint) and over 100 scientific articles published in outlets such as Journal of Economic Psychology, Social Indicators Research, Eastern European Economics, Economic Research-Ekonomska Istraživanja,, Current Science, Mathematics, Transylvanian Review of Administrative Sciences, Journal of Risk and Financial Management, Journal of Behavioral Economics for Policy. Her research interests revolve around tax behavior, financial analysis, behavioral public finance, experimental economics, cognitive neuroscience, neuroeconomics. She translated into Romanian two books: Kirchler, E. (2007). “The Economic Psychology of Tax Behaviour”. Cambridge, England: Cambridge University Press and Dixit, A.K., & Nalebuff, B.J. (2008). “The Art of Strategy: A Game Theorist’s Guide to Success in Business and Life”. New York, NY: W.W. Norton & Company. She activated as PI and member in 17 research grants and was awarded 13 prizes in research and teaching