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.
Who is this class for: This class is for anyone with a keen interest in understanding consumer psychology and choice. Both students and practitioners with little or no prior knowledge of neuroscience are welcome. Prior training in economics, psychology or related disciplines are not mandatory but recommended.
Created by: Copenhagen Business School
Taught by: Thomas Zoëga Ramsøy, PhD in Neurobiology, Certified Neuropsychologist & Assistant Professor in Marketing & Neuroscience
Head of the Center for Decision Neuroscience, Department of Marketing at Copenhagen Business School, and Head of Danish Research Centre for Magnetic Resonance at Copenhagen University Hospital Hvidovre
| Level | Beginner |
| Commitment | 6 weeks of study, 5-6 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
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, 2 readings
- Reading: Main Course Readings
- Reading: Module 1 - What is Neuromarketing all About?
- Video: Introduction to this Course
- Video: An Overview of the Brain
- Video: Case: Knutson et al + Pessiglione et al, method = fMRI
- Video: PET and MR Scanners
Graded: What is Neuromarketing all About?
WEEK 2
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, 1 reading
- Reading: Module 2 - Attention & Consciousness.
- Video: Attention & Consciousness
- Video: Interview with Kyle Nel
- Video: Tools - Neurovision
- Video: Studies & Methods - Attention & Consciousness
Graded: Attention & Consciousness
WEEK 3
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, 1 reading
- Reading: Module 3 - Sensory Neuromarketing
- Video: Sensory Neuromarketing
- Video: Studies & Methods - Sensory Load Chart
- Video: iMotions - Interview with Peter Hartzbech
- Video: Interview with Per Møller part 1
- Video: Interview with Per Møller part 2
Graded: Sensory Neuromarketing
WEEK 4
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, 1 reading
- Reading: Module 4 - Emotions & Feelings, Wanting & Liking
- Video: Emotions & Feelings, Wanting & Liking
- Video: Case: Kirk et al + Ramsøy EEG, metode = EEG
- Video: Interview with Steve Genco
- Video: EEG method
Graded: Emotions & Feelings, Wanting & Liking
WEEK 5
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, 1 reading
- Reading: Module 5 - Learning & Memory
- Video: Learning & Memory
- Video: Case: McClure et al + , metode = eye-tracking + memory test
- Video: Interview with Richard Silberstein
Graded: Learning & Memory
WEEK 6
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, 1 reading
- Reading: Module 6 - Neuroethics and Consumer Aberrations
- Video: Neuroethics and Consumer Aberrations
- Video: Interview with Jan Trzaskowksi
- Video: Interview with Carl Marci
- Video: Is Neuromarketing Unethical?
- Peer Review: Final Assignment
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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.
Ratings and Reviews
Very useful course. Thank you to the tutor for this wonderful experience.
Excellent content for neuromarketing students. Practical examples, solid background and very clear structure organizing the course.
I absolutely recommend it!!!
At first I was very very excited with this course. So many novel concepts. The biology part was a little hard to follow, but with some help from YouTube all cleared :).
Then I confess I've lost some of the interest. It didn't have anything to do with the course, which is quite consistent. Only with me realizing it was impossible to apply most of it to my day to day. Also, it turns out I'm not that much into marketing. I was more attracted to the chemistry / psychology part.
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JP
I'm from a Biomedical Eng. background intending to study about marketing which made me choose this course. It was quite easy to understand since I have studied Biology and marketing piece too was well explained. It gives you a quite coherent understanding about the trend out there in the neuromarkting field, how it is being developed. I would recommend this course to anyone who really wants to study consumer behaviour stepping aside from conventional methods. Cheers! :)