Insegnamento a.a. 2016-2017

20490 - CONSUMER NEUROSCIENCE


CLMG - M - IM - MM - AFC - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT - GIO

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) - CLEFIN-FINANCE (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  |  12 credits SECS-P/08) - EMIT (6 credits - II sem. - OP  |  SECS-P/08) - GIO (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
ZACHARY ESTES

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



Course Objectives

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. The course covers cutting-edge methods and topics, and as such, lectures and readings are based on recently published articles in both neuroscience and marketing journals.
Students on this course learn:
  1. the basic principles and methods of psychophysiology and neuroscience;
  2. how brain physiology constrains and predicts consumer behavior;
  3. how neuroscientific methods can be used to improve consumers’ experiences of products;
  4. how marketers can effectively communicate with consumers.

Course Content Summary

  • Psychophysiological methods: skin conductance, startle reflex, eye movements, etc.
  • Principles of neuroscience
  • Brain structure and function
  • Neuroscientific methods for marketers
  • Neuromarketing case study
  • Hormones and consumer behavior
  • Neural bases of consumer preferences
  • Sensory marketing
  • Bodily responses to brands and products
  • Consumer consciousness and free will
  • Neural bases of product development and shopping behavior
  • Branding the brain

Detailed Description of Assessment Methods

For Attending students:
  • 45% group presentation: students form small groups (5 or 6 members per group), develop a research proposal on consumer neuroscience, and give a 30-minute in-class group presentation on the proposal.
  • 10% written evaluation of group presentations: each group submits a short (2-page) evaluation of the other groups’ in-class presentations.
  • 45% final exam: students complete a 1-hour written exam on the lecture topics and assigned readings from the course.
For Non-Attending students:
  • 100% final exam: students complete a 1-hour written exam on the lecture topics and assigned readings from the course.

Textbooks

For attending and non-attending students:
Selected readings (to be communicated at the beginning of the course).
Exam textbooks & Online Articles (check availability at the Library)

Prerequisites

None
Last change 21/03/2016 12:31