Insegnamento a.a. 2019-2020

20490 - CONSUMER NEUROSCIENCE

Department of Marketing

Course taught in English
Go to class group/s: 31
CLMG (6 credits - II sem. - OP  |  SECS-P/08) - M (6 credits - II sem. - OP  |  SECS-P/08) - IM (6 credits - II sem. - OP  |  SECS-P/08) - MM (6 credits - II sem. - OP  |  SECS-P/08) - AFC (6 credits - II sem. - OP  |  SECS-P/08) - CLELI (6 credits - II sem. - OP  |  SECS-P/08) - ACME (6 credits - II sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - II sem. - OP  |  SECS-P/08) - EMIT (6 credits - II sem. - OP  |  SECS-P/08) - GIO (6 credits - II sem. - OP  |  SECS-P/08) - DSBA (6 credits - II sem. - OP  |  SECS-P/08) - PPA (6 credits - II sem. - OP  |  SECS-P/08) - FIN (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
ZACHARY ESTES

Classes: 31 (II sem.)
Instructors:
Class 31: ZACHARY ESTES


Mission & Content Summary

MISSION

Consumer neuroscience is the scientific study of consumer behavior via psychophysiological and neuroscientific methods. Neuromarketing is the application of consumer neuroscience in the marketplace. The basic principle of the course is that by understanding how the human brain works, it is possible to predict consumer behavior more accurately. The main objective of this course is thus to provide a neuroscientific foundation for understanding marketing in general and consumer behavior in particular. The course introduces students to psychophysiological and neuroscientific methods, from skin conductance to brain imaging, and their use in research on consumer behaviors such as brand perceptions and consumption experiences.

CONTENT SUMMARY

Examples of topics covered in this course include:

  • Brain anatomy and physiology.
  • Neuromarketing case study.
  • Neuroscientific methods.
  • Sensory processing.
  • Attention.
  • Emotion.
  • Memory.
  • Awareness.
  • Motivation.

Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Identify the basic principles and methods of psychophysiology and neuroscience.
  • Describe how brain physiology constrains and predicts consumer behavior.

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Explain how neuroscientific methods can be used to improve consumers’ experiences of products.
  • Demonstrate how marketers can use neuroscientific principles to more effectively communicate with consumers.

Teaching methods

  • Face-to-face lectures
  • Group assignments

DETAILS

  • Group presentation: students form small groups, develop a research proposal on consumer neuroscience, and give an in-class group presentation on the proposal.
  • Written evaluation of group presentations: each group submits a short (1-page) evaluation of the other groups’ in-class presentations.

Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
     x
  • Group assignment (report, exercise, presentation, project work etc.)
 x    

ATTENDING STUDENTS

  • 40% group presentation: students form small groups, develop a research proposal on consumer neuroscience, and give an in-class group presentation on the proposal.
  • 10% written evaluation of group presentations: each group submits a short (1-page) evaluation of the other groups’ in-class presentations.
  • 50% final exam: students complete a 1-hour written exam on the lecture topics from the course.

NOT ATTENDING STUDENTS

100%  final exam: Students complete a 1-hour written exam on Chapters 1-11 and Chapter 15 of the assigned course text (i.e., Cerf & Garcia).


Teaching materials


ATTENDING STUDENTS

  • M. CERRF, M. GARCIA-GARCIA, Consumer Neuroscience, MIT Press, 2017.
  • For attending students, it is suggested reading, with specific chapters suggested on the detailed schedule.

NOT ATTENDING STUDENTS

  • M. CERRF, M. GARCIA-GARCIA, Consumer Neuroscience, MIT Press, 2017 (Chapters 1-11 and Chapter 15).
  • For non-attending students, it is required reading, with the exam being based on specific chapters of the textbook.
Last change 15/06/2019 11:12