Alessia Dorigoni

Profile

Dr Alessia Dorigoni is a Lecturer in Behavioural Decision Making at Leeds University Business School (LUBS), University of Leeds, within the Analytics, Technology and Operations Department (ATOD). Her academic and research interests lie at the intersection of behavioural decision making, consumer neuroscience, cognitive psychology, and behavioural economics, with a particular focus on understanding how individuals perceive information, evaluate alternatives, and make decisions.

Prior to joining the University of Leeds, Dr Dorigoni spent approximately ten years conducting experimental research at the Consumer Neuroscience Laboratory at the University of Trento. Her work involved designing and conducting behavioural and neuroscientific experiments to investigate the cognitive, emotional, and physiological mechanisms underlying human judgement and decision-making. She has extensive experience with eye-tracking technologies and psychophysiological measurement techniques, including electrodermal activity (EDA), electromyography (EMG), electroencephalography (EEG), and functional near-infrared spectroscopy (fNIRS).

Research interests

Her research spans several areas of behavioural science, including cognitive biases, numerical information processing, risk perception and communication, consumer behaviour, social norms, and behavioural interventions. Her projects have investigated how different numerical formats influence risk perception and physiological responses, how social norms can encourage sustainable consumption, and how emotional and contextual factors shape consumer choices. Her methodological approach integrates experimental psychology, behavioural measurement, and neuroscientific techniques to better understand decision-making processes.

Alongside her research, Dr Dorigoni is particularly interested in the development and empirical evaluation of innovative teaching methods. Her teaching philosophy emphasises active learning, creativity, student engagement, and the application of behavioural science to education. She is especially interested in gamification, experiential learning, nudging strategies, and the systematic measurement of teaching interventions to identify approaches that most effectively support student learning and decision-making skills.

Her broader academic ambition is to bring together behavioural research and teaching practice, using experimental evidence not only to understand how people make decisions but also to design more effective and engaging learning environments.

Qualifications

• PhD in Economics and Management, University of Trento, Italy
• Master's Degree in Psychology, University of Trento, Italy
• Bachelor's Degree in Fine Arts, Academy of Fine Arts, Italy
• Master's Degree in Forensic Sciences, Criminology, and Intelligence, Sapienza University, Italy
• Advanced Studies in Economics, University of Trento, Italy

Professional memberships

• Editor of the Journal of Business Research Management

Student education

Dr Alessia Dorigoni teaches undergraduate and postgraduate modules at Leeds University Business School (LUBS). Her teaching focuses on behavioural decision making, cognitive biases, behavioural change, and the application of psychological insights to managerial and everyday decisions.

She is particularly interested in developing creative, interactive, and evidence-based teaching approaches, incorporating gamification, experiential learning, and nudging strategies to enhance student engagement. She aims to systematically evaluate the effectiveness of different teaching interventions to identify what works best for students and continuously improve the learning experience.

She teaches the following modules at Leeds University Business School:

• Undergraduate: LUBS2785 How Managers Make Decisions

• Postgraduate (MSc): LUBS5985M Techniques of Influence

Research groups and institutes

• Centre for Decision Research