Gaia Rancati is an Assistant Professor of Marketing and Neuromarketing at Middle Tennessee State University and Visiting Assistant Professor at IULM University. She previously worked as a Visiting Assistant Professor at Allegheny College and as a Researcher at the Claremont Graduate University. Her research focuses on the application of neuro-tools in human-robot interaction in retail stores and online, but she is also interested in digital well-being and fashion luxury. In 2020, she won a best paper award at the Jagdish Sheth School of Management. In 2019 she was a speaker at the World Retail Congress and was awarded Woman of Excellence in Retail at the World Economic Forum. Before turning to academia, she was a Sales Manager at Louis Vuitton and a Retail Manager at Max Mara.