Class Neuromarketing and Consumer Behavior

This course delves into the dynamic field of Neuromarketing and its relevance to understanding consumer behavior. By combining insights from cognitive and affective neurosciences with marketing principles, students gain a comprehensive understanding of how the human brain influences consumer decision-making processes. The course covers a wide range of topics and areas of intervention, equipping students with the necessary knowledge and skills to navigate the complex landscape of Neuromarketing, ultimately allowing them the ability to formulate refined research questions and design experiments which are methodologically suitable for investigating Neuromarketing phenomena. Hence, students will acquire a comprehensive understanding of the theoretical foundations and practical implications of Neuromarketing, preparing them to apply innovative insights in the realm of communication, marketing, and digital media.

Not applicable

S1. INTRODUCTION TO NEUROSCIENCES APPLIED TO CONSUMER BEHAVIOUR 1.1. Neuromarketing: Definition and Historical Background 1.2. Pratical Applications of Neuromarketing 1.3. Research Problems & Case Study Discussion in Neuromarketing 1.4. Ethical Issues Related to Neuromarketing   S2 RESEARCH IN NEUROMARKETING 2.1. Basic Fundaments of the Human Brain 2.2. Research Methods in Applied Neurosciences 2.3. Experimental Study Design in Neuromarketing   S3. NEUROBIOLOGICAL FUNDAMENTALS OF CONSUMER BEHAVIOR 3.1. Sensory Perception: Neurobiological Aspects Applied to Neuromarkerting 3.2. Attention and Memory: Neurobiological Aspects Applied to Neuromarkerting 3.3. Emotion Processing: Neurobiological Aspects Applied to Neuromarkerting 3.4. Social Cognition: Neurobiological Aspects Applied to Neuromarkerting

- Development of an applied project in Neuromarketing and Consumer Behavior, through group work dynamics and with continuous supervision of the professors involved in the course; - Visit to a national company in the area of Applied Neurosciences, in order to know specific examples of projects related to Neuromarketing and Consumer Behavior; - Dynamization of a psychophysiological data collection session to exemplify practical procedures related to Neuromarketing and Consumer Behavior studies.

Cerf, M., & Garcia-Garcia, M. (2017). Consumer neuroscience. MIT Press. Cacioppo, J. T., Tassinary, L. G., & Berntson, G. G. (2016). Handbook of psychophysiology. Cambridge University Press.