This course provides a comprehensive exploration of how neuroscience and consumer psychology intersect with marketing strategies and decision-making processes. Students will learn how the human brain responds to marketing stimuli and how this knowledge can be applied to develop more effective marketing campaigns.
The course combines theoretical foundations from neuroscience, psychology, and marketing with practical applications in consumer behavior analysis and market research. Students will be introduced to key neuromarketing techniques, including eye tracking, electrodermal activity (EDA), emotion recognition, electroencephalography (EEG), and functional magnetic resonance imaging (fMRI), understanding their role in measuring consumer responses and preferences.
