Consumer neuroscience is the scientific study of consumer behavior via psychophysiological and neuroscientific methods. Neuromarketing is the application of consumer neuroscience in the marketplace. The basic principle of the course is that by understanding how the human brain works, it is possible to predict consumer behavior more accurately. The main objective of this course is thus to provide a neuroscientific foundation for understanding marketing in general and consumer behavior in particular. The course will introduce students to psychophysiological and neuroscientific methods, from skin conductance to brain imaging, and their use in research on consumer behaviors such as brand perceptions and consumption experiences.

Topics covered in this course will include the following, all in the context of consumer behavior:

•    Human evolution and consumption

•    Brain anatomy and neural physiology

•    Current neuroscientific methods

•    Sensory marketing (vision, audition, touch, smell, and taste)

•    Attention and perception

•    Emotional processing

•    Learning and memory

•    Language processing

Students on this course should learn: (1) the basic principles and methods of psychophysiology and neuroscience; (2) how brain physiology constrains and predicts consumer behavior; (3) how neuroscientific methods can be used to improve consumers’ experiences of products; (4) how marketers can effectively communicate with consumers.

45% group presentation: Students will form small groups (4 or 5 membersper group), will develop a research proposal on consumer neuroscience, and will give an in-class group presentation on the proposal.

10% discussion sheets: There will be a fewassigned readings on this course. For each of these readings you must submit abrief  “discussion sheet” (approximately 1 page) of your reflections on the reading and any questions that arose from the reading. Discussion sheets must be typed, printed, and submitted inperson at the beginning of the sessionfor which it is assigned. No exceptions will be made.

45% final exam: Students will complete a 1-hour written exam on the lecture topics and assigned readings from the course.

IMPORTANT: Attendance Rule. This course involves a large amount of group work, and hence it is unfair and unacceptable for any student to miss more than 2 or 3 hours of class.Thus, no student who misses more than 3 hours will be granted credit for the course.

Required Reading

DS1: Influencing consumer purchase decisions: CampbellSoup’s tryst with neuromarketing.

· DueTuesday afternoon

DS2: If I touch it I have to have it: Individual and environmental influenceson impulse purchasing.

· Due Wednesday morning

Note: For each readingyou must submit a brief “discussion sheet” (DS), which is approximately 1 pageof your reflections on the reading and any questions that arose from thereading. Discussion sheets must be typed, printed, and submitted in person at the beginning of the session for which it is assigned. Noexceptions will be made.

Recommended(Optional) Reading

 Ramsøy, T. Z. (2014).Introduction to neuromarketing andconsumer neuroscience.

· This text is available either in print or as an e-bookthat can be purchased via Amazon and downloaded via a free app. See the Amazonwebsite for further detail.

Tues 9-12: Introduction: evolution, neurons, brains

Tues 13-16: Methods and Applications: neuroscientific methods, case study (DS1; see below)

Wed 9-13: Sensation: vision, audition, touch (DS2), smell, taste

Wed 14-18: Cognition: attention, memory, language, categorization

Thurs 9-11: Emotion: categories and dimensions of emotion

Thurs 11-14: Project Consultations: I will consult with each group individually for 30-min

Thurs 15-18: Group Presentations: each group will present for 20 + 10 mins