The course introduces students to the emerging field of Consumer Neuroscience, which combines insights from neuroscience, psychology, economics, and marketing to better understand consumer behavior. Students will learn how physiological and neural measures - including eye tracking, skin conductance, facial coding, EEG, and fMRI - can be used to study attention, emotion, memory, learning, valuation, and decision-making. The course examines both the opportunities and limitations of neuroscience methods in marketing research and business practice, with particular attention to methodological rigor, ethical considerations, and real-world applications in branding, advertising, product innovation, and customer experience.

After completing this course, students will be able to

• explain how neural and physiological processes influence consumer behavior, and why this is important for marketers.
• understand the strengths and limitations of major consumer neuroscience methods;
• critically evaluate claims made in academic and industry applications of neuromarketing;
• apply consumer neuroscience insights to marketing and business problems;
• assess ethical issues related to the use of neural, physiological, and genetic data;
• develop research questions that integrate neuroscience and consumer behavior.

Participation in all sessions is mandatory. You are allowed to miss 20% of all class hours, however, full attendance is highly recommended.

Interactive lectures, class discussions, online tutorials, quizzes, guest lectures, and group project work.

Your grade will be the sum of the following components:

• Discussion Participation (20%) 
• Online Tutorials (20%)
• Group Project (20%)
• Final Exam (40%)

Grades are as follows:

0 - 59 points: failed (5), 60 - 69 points: sufficient (4), 70 - 79 points: satisfactory (3), 80 - 89 points: good (2), 90 - 100 points: excellent (1)

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Required Literature: Cerf, M. & Garcia-Garcia, M. (Eds.) (2017), Consumer Neuroscience, MIT Press.

Additional readings will be provided during the course.