Бакалавриат 2022/2023

Введение в нейромаркетинг

Статус: Курс по выбору (Маркетинг и рыночная аналитика)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 4-й курс, 2 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Березка Светлана Михайловна

Язык: английский

Кредиты: 3

Контактные часы: 30

Course Syllabus

Abstract

Целью курса является ознакомление студентов с нейромаркетингом и потребительской нейробиологией. Что такое инструменты и методы нейромаркетинга? Как нейромаркетинговые меры улавливают сигналы от тела и мозга. На что обращают внимание потребители и как первые ответы могут предсказать потребительский выбор? Студенты узнают об областях применения нейромаркетинговых исследований, познакомятся с функциональными возможностями нервной системы и научатся работать с айтрекером.

Learning Objectives

• Introduce students to brain mechanisms in consumer choice and neuromarketing methods

Expected Learning Outcomes

• Understand the areas of application of neuromarketing research.
• Know main neuromarketing tools and measures.
• Understand essentials of nervous system within the neuromarketing framework.
• Can design an eye-tracking study.
• Can interpret an eye-tracking data.

Course Contents

• Neuromarketing Toolbox
• Applied Neuromarketing Research
• Introduction to Consumer Neuroscience
• Visual attention and Eye-Tracking
• Online Neuromarketing

Assessment Elements

• Infographics
  Students should select academic articles relevant to the given topic, make a joint summary and turn it into infographics
• Tasks at Seminars
  Students are expected to present/report their answers on the questions which are related to the topic of the seminar
• Study design
  Group task. Students should find a problem which might be addressed using eye-tracking study and suggest the design of the study.
• Written exam
  The exam consists of open-ended questions. Students are expected to demonstrate analytical skills and integrative use of concepts and theories provided within the course.

Interim Assessment

• 2022/2023 2nd module
  0.25 * Infographics + 0.25 * Study design + 0.1 * Tasks at Seminars + 0.4 * Written exam

Bibliography

Recommended Core Bibliography

• Duchowski, A. T. (2007). Eye Tracking Methodology : Theory and Practice (Vol. 2nd ed). London: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=213023
• Karmarkar, U. R., & Plassmann, H. (2019). Consumer Neuroscience: Past, Present, and Future. Organizational Research Methods, 22(1), 174–195. https://doi.org/10.1177/1094428117730598
• Plassmann, H., & Ling, A. (2020). To Succeed With Neuromarketing, What Do You Need to Know? INSEAD Knowledge Publications, 1.
• Stephen J. Genco, Andrew P. Pohlmann, & Peter Steidl. (2013). Neuromarketing For Dummies. For Dummies.

Recommended Additional Bibliography

• Baltezarević Radoslav V., & Milić Mladen V. (2021). The role of nostalgia in emotional connection of consumers with brands. Baština, 2021(54), 137–147. https://doi.org/10.5937/bastina31-32572
• Carmelo M Vicario, & Chiara Lucifora. (2021). Neuroethics: what the study of brain disorders can tell about moral behavior. AIMS Neuroscience, 8(4), 543–547. https://doi.org/10.3934/Neuroscience.2021029?viewType=HTML
• Escadas, M., Jalali, M. S., & Farhangmehr, M. (2019). Why bad feelings predict good behaviours: The role of positive and negative anticipated emotions on consumer ethical decision making. Business Ethics: A European Review, 28(4), 529–545. https://doi.org/10.1111/beer.12237
• Kateřina Matušínská, & Šárka Zapletalová. (2021). Rational and Emotional Aspects of Consumer Behaviour. Forum Scientiae Oeconomia, 9(2), 95–110. https://doi.org/10.23762/FSO_VOL9_NO2_5
• PLASSMANN, H., VENKATRAMAN, V., HUETTEL, S., & YOON, C. (2015). Consumer Neuroscience: Applications, Challenges, and Possible Solutions. Journal of Marketing Research (JMR), 52(4), 427–435. https://doi.org/10.1509/jmr.14.0048
• Slack, F. J., Rottschaefer, K. M., Harnish, R. J., Gump, J. T., & Bridges, K. R. (2019). Compulsive Buying: The Impact of Attitudes Toward Body Image, Eating Disorders, and Physical Appearance Investment. Psychological Reports, 122(5), 1632–1650. https://doi.org/10.1177/0033294118789042
• Wiedmann, K.-P., Haase, J., & Bettels, J. (2018). Multisensory Product Design —— An Eye-Tracking Experiment on Driving Safety and Product Evaluation. Transfer Werbeforschung & Praxis, 64(4), 06-13.

Authors

• BEREZKA SVETLANA MIKHAYLOVNA