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

After this course, the students will have knowledge in selected areas of consumer behaviour and marketing communications. The topics selected are highly relevant in both, current marketing research and practice. 

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 members per group), will develop a research proposal on consumer neuroscience, and will give an in-class group presentation on the proposal (30 mins for the presentation + 5 mins for questions).

10% discussion sheets: There will be a few assigned readings on this course. For each of these readings you must submit a brief  “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 in person at the beginning of the session for 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. Exam will be held on 11th of December (Monday)

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 3 hours of class. Thus, no student who misses more than 3 hours will be granted credit for the course.

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

· Due Monday afternoon

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

· Due Tuesday morning

DS3: To be determined…

· Due Wednesday morning

Note: For each reading you must submit a brief “discussion sheet” (DS), which is 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 in person at the beginning of the session for which it is assigned. No exceptions will be made.

Schedule

Mon 9.00-12.00:        Introduction: evolution, neurons, brains

Mon 13.00-16.00:      Methods and Applications: neuroscientific methods, case study (DS1; see below)

Tues 8.30-12.00:        Sensation: vision, audition, touch (DS2), smell, taste         

Tues 13.00-15.30:      Cognition: attention, memory, language, categorization    

Wed 9.00-12.00:        Emotion: categories and dimensions of emotion    

Wed 13.00-16.00:      Project Consultations: I will consult with each group individually for 30-min    

Thurs 8.00-11.00:     Group Presentations: each group will present for 30 + 5 mins

Mon (11 Dec) 12.00-13.00: 1-hour written exam