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Nov 21, 2024
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MSC-569 Introduction to Consumer Neuroscience4 semester credits
This course provides a comprehensive introduction to the fast growing field of consumer neurosciences. The course is designed to allow professionals of varied backgrounds to learn and apply persuasion theories based on ground-breaking brain discoveries. Traditional consumer research (surveys and focus groups) have often failed to provide a credible interpretation of the cognitive, affective and instinctive processes that influence consumer responses to multiple forms of advertising and media stimuli. The course first discusses the pros and cons of popular theoretical frameworks that have been used for decades to explain and predict the effect of advertising. Then, students will learn how new research modalities like eye tracking, EEG, GSR (skin conductance) and fMRI are used to produce neuroinsights that can help solve critical marketing, social advocacy, advertising communication, and public campaigns. More importantly, students will learn ways to improve the persuasive effect of any campaign they may create or support in the course of their professional career.
Delivery Method: Online
Grading Default: Letter
Learning Outcome(s):
- Learn popular persuasion theories.
- Review pros and cons of traditional persuasion frameworks.
- Learn the value and limitations of pre-conscious measures: implicit association tests (IAT).
- Learn the contribution of neuroscience towards our understanding of critical information and emotional processing functions such as attention, memory, preferences, emotions and behavioral intentions.
- Learn the value and limitations of peripheral measures (skin conduction, heart rate, respiration, voice, facial expressions).
- Learn the value and limitations of direct brain measures (EEG, fMRI).
- Learn to read and critique neuromarketing studies (peer-reviewed, business cases).
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