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May 04, 2024
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MSC-569 Introduction to Consumer Neuroscience4 semester credits
Learn and apply persuasion theories based on groundbreaking brain discoveries. Learn the limitations of surveys with respect to explaining the cognitive, affective, and instinctive responses from advertising messages and other media stimuli. Discover research modalities like eye-tracking, EEG, GSR (skin conductance), and fMRI to generate neuroinsights that can help assess the effectiveness of marketing messages, social advocacy campaigns as well as public health campaigns.
Delivery Method: Online
Grading Default: Letter
Learning Outcome(s):
Students will increase their knowledge and/or strengthen competencies in each of the following areas:
- 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 (eye tracking, 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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