An Introduction to Consumer Neuroscience & Neuromarketing

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An Introduction to Consumer Neuroscience & Neuromarketing

Copenhagen Business School

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....

Cursos 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel principiante

Sugerido: 6 weeks of study, 5-6 hours/week

Aprox. 8 horas para completar

English

Subtítulos: English

Habilidades que obtendrás

Consumer BehaviourMarketingConsumer NeuroscienceNeuromarketing

Cursos 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel principiante

Sugerido: 6 weeks of study, 5-6 hours/week

Aprox. 8 horas para completar

English

Subtítulos: English

Programa - Qué aprenderás en este curso

1

Sección

4 horas para completar

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 (Total: 30 min), 2 readings, 1 quiz

4 videos

Introduction to this Course6m

An Overview of the Brain7m

Case: Knutson et al + Pessiglione et al, method = fMRI11m

PET and MR Scanners4m

2 lecturas

Main Course Readings10m

Module 1 - What is Neuromarketing all About?10m

1 ejercicios de práctica

What is Neuromarketing all About?10m

2

Sección

5 horas para completar

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 (Total: 68 min), 1 reading, 1 quiz

4 videos

Attention & Consciousness17m

Interview with Kyle Nel24m

Tools - Neurovision14m

Studies & Methods - Attention & Consciousness11m

1 lecturas

Module 2 - Attention & Consciousness.15m

1 ejercicios de práctica

Attention & Consciousness10m

3

Sección

4 horas para completar

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 (Total: 65 min), 1 reading, 1 quiz

5 videos

Sensory Neuromarketing13m

Studies & Methods - Sensory Load Chart9m

iMotions - Interview with Peter Hartzbech15m

Interview with Per Møller part 119m

Interview with Per Møller part 27m

1 lecturas

Module 3 - Sensory Neuromarketing30m

1 ejercicios de práctica

Sensory Neuromarketing10m

4

Sección

5 horas para completar

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 (Total: 76 min), 1 reading, 1 quiz

4 videos

Emotions & Feelings, Wanting & Liking11m

Case: Kirk et al + Ramsøy EEG, metode = EEG20m

Interview with Steve Genco34m

EEG method9m

1 lecturas

Module 4 - Emotions & Feelings, Wanting & Liking20m

1 ejercicios de práctica

Emotions & Feelings, Wanting & Liking10m

Instructores

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

Acerca de 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. ...

Preguntas Frecuentes

When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?

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An Introduction to Consumer Neuroscience & Neuromarketing

An Introduction to Consumer Neuroscience & Neuromarketing

Cursos 100 % en línea

Fechas límite flexibles

Nivel principiante

Sugerido: 6 weeks of study, 5-6 hours/week

English

Habilidades que obtendrás

Cursos 100 % en línea

Fechas límite flexibles

Nivel principiante

Sugerido: 6 weeks of study, 5-6 hours/week

English

Programa - Qué aprenderás en este curso

1

What is Neuromarketing all About?

2

Attention & Consciousness

3

Sensory Neuromarketing

4

Emotions & Feelings, Wanting & Liking

20%

Principales revisiones

Instructores

Thomas Zoëga Ramsøy

Acerca de Copenhagen Business School

Preguntas Frecuentes