An Introduction to Consumer Neuroscience & Neuromarketing

This course will introduce you to the multidisciplinary field of consumer neuroscience and neuromarketing. It will go through to the basic concepts of the human brain, the elements of the consumer mind, how it is studied, and how its insights can be applied in commercial and societal understandings of consumer behaviour.

About The Course

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.

Frequently Asked Questions

  • Will I get a Statement of Accomplishment after completing this class?
    Yes. Students who successfully complete the class will receive a Statement of Accomplishment signed by the instructor.
  • What resources will I need for this class?
    For this course, you will need the textbook "Introduction to Consumer Neuroscience & Neuromarketing" (forthcoming). You will need an Internet connection, and the time to read, write, and discuss the topics and cases offered in class.
  • What is the coolest thing I'll learn if I take this class?
    Independent on your background, you will be well equipped to understand the basics of human decision making, and the role of the brain in this process. This course further offers a good understanding of how the triangulation of economics, psychology and neuroscience is employed to understand consumer behaviour and communication effects, both from an academic and a commercial perspective. The course further allows you to better understand how today's society affects the brain of the consumer, from marketing to abnormal conditions. This will equip you to discuss whether companies and society alike could or should employ these insights to affect consumers.

Recommended Background

No background is required; all are welcome!

The course is on an introductory level, but for students who want to dig deeper or already have some prior knowledge from medicine, marketing, psychology or another related field we have compiled some additional readings, that will be presented each week.