Bachelor 2021/2022

Neuromarketing

Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'

Type: Elective course (Marketing and Market Analytics)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 4 year, 3 module

Mode of studies: distance learning

Open to: students of all HSE University campuses

Instructors: Svetlana Berezka

Language: English

ECTS credits: 3

Contact hours: 20

Course Syllabus

Abstract

The course aims to introduce students to consumer neuroscience and neuromarketing methods. How do humans make decisions as consumers? How do their senses and initial responses affect their behavior? To what extent are these processes unconscious and cannot be reflected in overt reports? This course provides students with an introduction to some of the most basic methods in the emerging fields of consumer neuroscience and neuromarketing. Students learn about the basic brain mechanisms in consumer choice, the neuromarketing methods ranging from behavioral tests to eye-tracking, and to brain scanners. The course guides students through a contemporary literature review, giving insights into the last decades of development within this field of research.

Learning Objectives

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

Expected Learning Outcomes

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

Course Contents

• What is Neuromarketing all About? Introduction to Neuromarketing
• Attention and Consciousness
• Sensory Neuromarketing
• Emotions and Feelings, Wanting and Liking
• Learning and Memory
• Ethics of Neuromarketing and Consumer Aberrations

Assessment Elements

• Written Exam
  The exam contains 2 tasks (essays). The exam is administered on the Start Exam platform. The sequence of the tasks and the time limits are fixed.
• Essay
  For late submissions, the following penalties apply to the grade: for works submitted within 2 hours after the deadline - 10%, from 2 to 12 hours - 25%, more than 12 hours - 40%.
• Infografics
  For late submissions, the following penalties apply to the grade: for works submitted within 2 hours after the deadline - 10%, from 2 to 12 hours - 25%, more than 12 hours - 40%.

Interim Assessment

• 2021/2022 3rd module
  0.5 * Written Exam + 0.25 * Infografics + 0.25 * Essay

Bibliography

Recommended Core Bibliography

• Christophe Morin, & Patrick Renvoise. (2018). The Persuasion Code : How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime. Wiley.
• 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

• Baars, B. J., Ramsoy, T. Z., & Laureys, S. (2003). Brain, conscious experience and the observing self. Trends in Neurosciences, 26.
• 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
• Damasio, A., & Carvalho, G. B. (2013). The nature of feelings: evolutionary and neurobiological origins. Nature Reviews Neuroscience, 14(2), 143–152. https://doi.org/10.1038/nrn3403
• 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
• Fan, Y., Jiang, J., & Hu, Z. (2020). Abandoning distinctiveness: The influence of nostalgia on consumer choice. Psychology & Marketing, 37(10), 1342–1351. https://doi.org/10.1002/mar.21370
• Haase, J., & Wiedmann, K. (2018). The sensory perception item set (SPI): An exploratory effort to develop a holistic scale for sensory marketing. Psychology & Marketing, 35(10), 727–739. https://doi.org/10.1002/mar.21130
• 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
• Krishna, A., & Morrin, M. (2008). Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues. Journal of Consumer Research, 34(6), 807–818. https://doi.org/10.1086/523286
• Murphy, E. R., Illes, J., & Reiner, P. B. (2008). Neuroethics of neuromarketing. Journal of Consumer Behaviour, 7(4/5), 293–302. https://doi.org/10.1002/cb.252
• 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
• Ratnayake, N., Broderick, A., & Mitchell, R. C. (2010). A neurocognitive approach to brand memory. Journal of Marketing Management, 26(13–14), 1295–1318. https://doi.org/10.1080/0267257X.2010.522531
• 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
• Wang, Y. J., & Minor, M. S. (2008). Validity, reliability, and applicability of psychophysiological techniques in marketing research. Psychology & Marketing, 25(2), 197–232. https://doi.org/10.1002/mar.20206
• 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.
• WILSON, R. M., GAINES, J., & HILL, R. P. (2008). Neuromarketing and Consumer Free Will. Journal of Consumer Affairs, 42(3), 389–410. https://doi.org/10.1111/j.1745-6606.2008.00114.x