An Introduction to Consumer Neuroscience & Neuromarketing
4.6
671 ratings
An Introduction to Consumer Neuroscience & Neuromarketing
Copenhagen Business School
About this Course
How do we make decisions as consumers? What do we pay attention to, and how do our initial responses predict our final choices? To what extent are these processes unconscious and cannot be reflected in overt reports? This course will provide you with an introduction to some of the most basic methods in the emerging fields of consumer neuroscience and neuromarketing. You will learn about the methods employed and what they mean. You will learn about the basic brain mechanisms in consumer choice, and how to stay updated on these topics. The course will give an overview of the current and future uses of neuroscience in business.
Skills you will gain
Consumer BehaviourMarketingMarket ResearchPsychology
Syllabus - What you will learn from this course
1
Section
What is Neuromarketing all About?
We first need to define the field – what are the key concepts, what are the key methods and reasons for employing neuroscience to study consumers and communication effects? In this module, we will introduce the topic and how some specific studies provide key insights into what neuroscience has to offer in relationship with more traditional methods.
4 videos (Total 30 min), 2 readings, 1 quiz
4 videos
An Overview of the Brain7m
Case: Knutson et al + Pessiglione et al, method = fMRI11m
PET and MR Scanners4m
2 readings
Main Course Readings10m
Module 1 - What is Neuromarketing all About?10m
1 practice exercises
What is Neuromarketing all About?10m
2
Section
Attention & Consciousness
In the second module of this course we are turning to the functions of the brain, and we will first focus on attention and consciousness. This module will focus on some key concepts in attention and consciousness.
4 videos (Total 68 min), 1 reading, 1 quiz
4 videos
Interview with Kyle Nel24m
Tools - Neurovision14m
Studies & Methods - Attention & Consciousness11m
1 readings
Module 2 - Attention & Consciousness.15m
1 practice exercises
Attention & Consciousness10m
3
Section
Sensory Neuromarketing
In this module we will have contents filled on the topic of sensory neuromarketing. How are our senses affected differently as consumers? What can you do to organise your communications to better use all the senses? How does the brain actually use the senses? What tools do we have for assessing the use of senses, and how they affect consumers?
5 videos (Total 65 min), 1 reading, 1 quiz
5 videos
Studies & Methods - Sensory Load Chart9m
iMotions - Interview with Peter Hartzbech15m
Interview with Per Møller part 119m
Interview with Per Møller part 27m
1 readings
Module 3 - Sensory Neuromarketing30m
1 practice exercises
Sensory Neuromarketing10m
4
Section
Emotions & Feelings, Wanting & Liking
In this module, everything is about emotions and feelings, and the relationship between emotions and preference.
As we will see, our minds have a dual side: a conscious and an unconscious response and motivation, which are crucial to understanding consumer preference and choice. Indeed, unconscious emotional responses may turn out to be driving consumer choice to the same - or even larger - degree than conscious feelings. Are conscious feelings a mere after-the-fact rationalization upon conscious choice?
4 videos (Total 76 min), 1 reading, 1 quiz
4 videos
Case: Kirk et al + Ramsøy EEG, metode = EEG20m
Interview with Steve Genco34m
EEG method9m
1 readings
Module 4 - Emotions & Feelings, Wanting & Liking20m
1 practice exercises
Emotions & Feelings, Wanting & Liking10m
5
Section
Learning & Memory
This module will focus on Learning & Memory. We will determine not only that there are multiple kinds of memory, but that they also serve multiple purposes. If anything, learning is the vehicle we need to understand the most in consumer behaviour. What causes memory, and can we be affected unconsciously by our memories? How can we measure memory effects, and what is the relationship between brand equity and the brain?
This module, we also have an interview with Prof. Richard Silberstein, who shares his view on neuromarketing and consumer neuroscience. Prof. Silberstein is the Founder and chairman of the neuromarketing company Neuro-Insight (http://www.neuro-insight.com/).
3 videos (Total 87 min), 1 reading, 1 quiz
3 videos
Case: McClure et al + , metode = eye-tracking + memory test16m
Interview with Richard Silberstein56m
1 readings
Module 5 - Learning & Memory45m
1 practice exercises
Learning & Memory10m
6
Section
Neuroethics and Consumer Aberrations
This module, we will focus on both the ethics of neuromarketing, as well as aberrant consumer behaviours. We see that consumer choice can sometimes become the centre focus on a person's life, be it pathological gambling, "shopaholism" or digital dependencies. This module, we will focus on some of these issues, and combine them with the ethical aspects that we face when talking neuro. This module we also end off with two interviews: one with Prof. Jan Trzaskowksi at the CBS, who is working on marketing and the law, where we discuss what the ethical and legal aspects of neuromarketing is. As you will see, Jan has a very particular take on this that I am sure you will find interesting. Our second interview is with Carl Marci, who is the Co-Founder and Chief Science Officer of Innerscope Research (http://innerscoperesearch.com/) on his background and their take on neuromarketing and consumer neuroscience.
4 videos (Total 82 min), 1 reading, 1 quiz
4 videos
Interview with Jan Trzaskowksi30m
Interview with Carl Marci42m
Is Neuromarketing Unethical?4m
1 readings
Module 6 - Neuroethics and Consumer Aberrations30m
4.6
20%
Top Reviews
By MA•Sep 10th 2017
Good coverage of the different areas and state of the art of neuroscience. Great examples and presentation of studies allow students to link to scientific concepts to daily pratice.
By AM•May 8th 2017
The best experience of my life was the opportunity to enjoy this course. Was a lot of information that I'll pass to my studies and finish my undergraduate thesis. Thank you all.
Instructor
Thomas Zoëga Ramsøy
PhD in Neurobiology, Certified Neuropsychologist & Assistant Professor in Marketing & NeuroscienceAbout Copenhagen Business School
Centrally located in Copenhagen, the capital of Denmark, Copenhagen Business School (CBS) is one of the largest business schools in Europe with close to 23,000 students. CBS offers world-class research-based degree programs at undergraduate, graduate, and PhD levels as well as executive and other post experience programs.
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