| |
Apr 23, 2024
|
|
|
|
|
MSC-567 The Psychology of Neuromarketing4 semester credits
This course examines an emerging field investigating the direct effect of advertising, media and consumer products or services on the brains of consumers. Traditional self-reports and observation-based research methods have often failed to provide a credible interpretation of the cognitive, affective and instinctive processes that influence consumer responses to multiple forms of stimuli. The widespread availability of neuroimaging technologies has allowed neuromarketing researchers to unveil new insights on how messaging or decision-making works in the brain. This fresh knowledge has radically transformed our scientific understanding of the modern consumer. This course provides an understanding of new psychological constructs as well as new modalities that are used to assess, understand and predict the effect of advertisements, media, corporate messages, public service announcements and many more stimuli on the brain. Student will also learn which aspects of the nervous system they need to understand to grasp the possibilities and limits of neuromarketing methods. This course is designed to make students not only better educated on neuromarketing but to help them hire neuromarketing vendors or even lead a neuromarketing project. Anyone working in media, advertising, branding, PR or communication will gain from knowing about this revolutionary approach to the psychology of consumer behavior.
Delivery Method: Online
Grading Default: Letter
Learning Outcome(s):
- Understand the limits of conventional research methods used to evaluate media effect.
- Demonstrate a basic understanding of the nervous system and brain anatomy.
- Learn core functional systems such as attention, memory, cognition, affect and decision-making.
- Articulate the relative appropriateness of the most popular modalities used to measure the effect of media on the nervous system.
- Discuss the major ethical issues raised by the commercial use of neuroimaging technologies.
Add to Catalog (opens a new window)
|
|
