Bachelor 2022/2023

An Introduction to Consumer Neuroscience & Neuromarketing

Type: Elective course (Marketing and Market Analytics)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 4 year, 2 module

Mode of studies: offline

Open to: students of all HSE University campuses

Instructors: Svetlana Berezka

Language: English

ECTS credits: 3

Contact hours: 30

Course Syllabus

Abstract

The course aims to introduce students to neuromarketing and consumer neuroscience. What are neuromarketing tools and methods? How neuromarketing measures capture signals from the body and the brain. What do consumers pay attention to, and how can the initial responses predict consumer choices? Students will learn about the areas of application of neuromarketing research, leap into the functionality of the nervous system, and get to know how to work with an eye-tracker.

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 * Study design + 0.25 * Infographics + 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.