20490 - CONSUMER NEUROSCIENCE

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 introduces 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.

Examples of topics covered in this course include:

• Brain anatomy and physiology.
• Neuromarketing case study.
• Neuroscientific methods.
• Sensory processing.
• Attention.
• Emotion.
• Memory.
• Awareness.
• Motivation.
• Hormones and behavior.

• Identify the basic principles and methods of psychophysiology and neuroscience.
• Describe how brain physiology constrains and predicts consumer behavior.

• Explain how neuroscientific methods can be used to improve consumers’ experiences of products.
• Demonstrate how marketers can use neuroscientific principles to more effectively communicate with consumers.

• Face-to-face lectures
• Group assignments

• Group presentation: students form small groups, develop a research proposal on consumer neuroscience, and give an in-class group presentation on the proposal.
• Written evaluation of group presentations: each group submits a short (1-page) evaluation of the other groups’ in-class presentations.

• 40% group presentation: students form small groups, develop a research proposal on consumer neuroscience, and give an in-class group presentation on the proposal.
• 10% written evaluation of group presentations: each group submits a short (1-page) evaluation of the other groups’ in-class presentations.
• 50% final exam: students complete a 1-hour written exam on the lecture topics from the course.

100%  final exam: Students will complete a 1-hour written exam on Chapters 1-11 and Chapter 15 of the assigned course text (i.e., Cerf & Garcia).

Cerf, M. & Garcia-Garcia, M. (2017). Consumer Neuroscience. MIT Press.
For attending students, it is suggested reading, with specific chapter suggested on the detailed schedule.

Cerf, M. & Garcia-Garcia, M. (2017). Consumer Neuroscience. MIT Press, Chapters 1-11 and Chapter 15
For non-attending students, it is required reading, with the exam being based on specific chapters of the textbook.