Explore the fundamental concepts of consumer neuroscience and neuromarketing in this engaging course offered by Copenhagen Business School. Delve into the unconscious processes that influence consumer decisions and gain a deeper understanding of the methods employed in these emerging fields. The course provides a detailed overview of the basic brain mechanisms involved in consumer choice, shedding light on the implications for businesses and the future uses of neuroscience in the corporate world.
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This course comprises six modules covering various aspects of consumer neuroscience and neuromarketing, including attention, sensory marketing, emotions, memory, and neuroethics, providing a comprehensive understanding of the field.
Module 1 provides an introduction to neuromarketing, offering an overview of the brain and the methods used in consumer neuroscience. The module delves into the core concepts and readings essential for understanding neuromarketing.
Module 2 explores attention and consciousness, featuring interviews and discussions on tools and methods related to neurovision. Gain insights into the factors that influence attention in consumer behavior.
Module 3 focuses on sensory neuromarketing, examining sensory load charts and featuring interviews with experts in the field. Understand the role of sensory stimuli in consumer decision-making processes.
Module 4 delves into emotions, feelings, wanting, and liking in consumer behavior, exploring case studies and interviews with professionals. Gain a deeper understanding of the emotional aspects of consumer decision-making.
Module 5 covers learning and memory in the context of consumer neuroscience, featuring case studies and interviews with industry experts. Explore the influence of learning and memory on consumer behavior.
Module 6 addresses neuroethics and consumer aberrations, featuring interviews and discussions on the ethical considerations of neuromarketing. Gain insights into the ethical implications of applying neuroscience in consumer research and marketing.
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