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An Introduction to Consumer Neuroscience & Neuromarketing
  • Level Foundation
  • Duration 26 hours
  • Course by Copenhagen Business School
  • Offered by

About

How do we make decisions as consumers? What do we pay attention to, and how do our initial responses predict our final choices? To what extent are these processes unconscious and cannot be reflected in overt reports? This course will provide you with an introduction to some of the most basic methods in the emerging fields of consumer neuroscience and neuromarketing. You will learn about the methods employed and what they mean. You will learn about the basic brain mechanisms in consumer choice, and how to stay updated on these topics. The course will give an overview of the current and future uses of neuroscience in business.

Modules

1st Module Literature & Objectives, Links to Additional Resources

    • 2 Readings
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2 Readings

  • Main Course Readings
  • Module 1 - What is Neuromarketing all About?

What is Neuromarketing all About?

    • 4 Videos
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4 Videos

  • Introduction to this Course
  • An Overview of the Brain
  • Case: Knutson et al + Pessiglione et al, method = fMRI
  • PET and MR Scanners

Review

    • 1 Assignment
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1 Assignment

  • What is Neuromarketing all About?

2nd Module Literature & Objectives, Links to Additional Resources

    • 1 Readings
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1 Readings

  • Module 2 - Attention & Consciousness.

Attention & Consciousness

    • 1 Videos
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1 Videos

  • Attention & Consciousness

Interview with Kyle Nel

    • 1 Videos
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1 Videos

  • Interview with Kyle Nel

Neurovision and Studies & Methods

    • 2 Videos
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2 Videos

  • Tools - Neurovision
  • Studies & Methods - Attention & Consciousness

Review

    • 1 Assignment
Show info about module content

1 Assignment

  • Attention & Consciousness

3rd Module Literature & Objectives, Links to Additional Resources

    • 1 Readings
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1 Readings

  • Module 3 - Sensory Neuromarketing

Sensory Neuromarketing and Studies & Methods

    • 2 Videos
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2 Videos

  • Sensory Neuromarketing
  • Studies & Methods - Sensory Load Chart

iMotions - Interview with Peter Hartzbech

    • 1 Videos
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1 Videos

  • iMotions - Interview with Peter Hartzbech

Interview with Per Møller

    • 2 Videos
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2 Videos

  • Interview with Per Møller part 1
  • Interview with Per Møller part 2

Review

    • 1 Assignment
Show info about module content

1 Assignment

  • Sensory Neuromarketing

4th Module Literature & Objectives, Links to Additional Resources

    • 1 Readings
Show info about module content

1 Readings

  • Module 4 - Emotions & Feelings, Wanting & Liking

Emotions & Feelings, Wanting & Liking + Case Study

    • 2 Videos
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2 Videos

  • Emotions & Feelings, Wanting & Liking
  • Case: Kirk et al + Ramsøy EEG, metode = EEG

Interview with Steve Genco and EEG Method

    • 2 Videos
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2 Videos

  • Interview with Steve Genco
  • EEG method

Review

    • 1 Assignment
Show info about module content

1 Assignment

  • Emotions & Feelings, Wanting & Liking

5th Module Literature & Objectives, Links to Additional Resources

    • 1 Readings
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1 Readings

  • Module 5 - Learning & Memory

Learning & Memory + Case Study

    • 2 Videos
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2 Videos

  • Learning & Memory
  • Case: McClure et al + , metode = eye-tracking + memory test

Interview with Richard Silberstein

    • 1 Videos
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1 Videos

  • Interview with Richard Silberstein

Review

    • 1 Assignment
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1 Assignment

  • Learning & Memory

6th Module Literature & Objectives, Links to Additional Resources

    • 1 Readings
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1 Readings

  • Module 6 - Neuroethics and Consumer Aberrations

Neuroethics and Consumer Aberrations + Interview with Jan Trzaskowksi

    • 2 Videos
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2 Videos

  • Neuroethics and Consumer Aberrations
  • Interview with Jan Trzaskowksi

Interview with Carl Marci + Ethics of Neuromarketing

    • 2 Videos
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2 Videos

  • Interview with Carl Marci
  • Is Neuromarketing Unethical?

Peer Grading

    • 1 PeerReview
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1 Peer Review

  • Final Assignment

Auto Summary

Unlock the mysteries behind consumer behavior with "An Introduction to Consumer Neuroscience & Neuromarketing," a foundational course in Business & Management offered by Coursera. Dive into the fascinating world of how consumers make decisions, what captures their attention, and how unconscious processes influence their choices. Guided by an expert instructor, you'll explore essential methods and brain mechanisms that drive consumer decisions, providing you with valuable insights for the evolving landscape of business applications in neuroscience. This comprehensive course spans approximately 26 hours of engaging content, designed to keep you updated on the latest trends and methodologies in consumer neuroscience and neuromarketing. Whether you're just starting out or looking to deepen your understanding, this course offers flexible subscription options, including Starter and Professional plans, to suit your learning needs. Ideal for business professionals, marketers, and anyone interested in the intersection of neuroscience and consumer behavior, this course will equip you with the knowledge to leverage neuroscience in business effectively. Join now and gain a competitive edge in understanding and predicting consumer choices.

Thomas Zoëga Ramsøy
Instructor

Thomas Zoëga Ramsøy