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2013/2014  KAN-CM_A201  Emotion, Reason and Consumer Choice

English Title
Emotion, Reason and Consumer Choice

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Autumn
Changes in course schedule may occur
Monday 08.00-10.35, week 36-41, 43-47
Time Table Please see course schedule at e-Campus
Max. participants 60
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Thomas Ramsøy - Department of Marketing (Marketing)
Administration: Helle Bunde - hbu.marktg@cbs.dk

This course is part of a minor in Consumer Behaviour and Neuroscience
Main academic disciplines
  • Marketing
Last updated on 13-09-2013
Learning objectives
  • To become able to read and understand contemporary readings in the borderland between marketing and neurology
  • Have a critical view on the claim made for specific marketing tools
  • To work in a modern marketing organization with emphasize on communication problems
  • Be able to discuss the assumptions that underlie the study of consumer behavior , including the role of the brain in determining emotional responses; and the relative roles of emotions and cognitive processes, including reasoning, in decision making
  • Be able to reflect on the implication of the modern view of the brain on marketing/advertising
  • Be able to discuss how optimal advertising pre-testing and be integrated in agency-client relationsship and in the creative process
  • To reflect on the utility of brand tracking research, brand building research, and the research process applicable at different stages in the brand strategy formulation and execution
  • Be able to analyse communication problems in the light of the different theories introduced
  • Be able to identify relevant theories and models (from brain science and/or marketing) to describe and solve a specific case
  • Be able to structure and analyse data by using adapted theories and models
  • Be able to draw conclusions from this analysis and discuss their implications for marketing/advertising strategies
4 hours written - open-book exam:
Examination form Written sit-in exam
Individual or group exam Individual
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Autumn Term
Aids allowed to bring to the exam Open book: all written and electronic aids, including internet access
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Description of the exam procedure

PC exam on CBS computers with print.
It is not allowed to bring your own PC and printer.
Access to internet, LEARN, and personal S:/drive.
Before the exam starts information can also be uploaded from a USB-key to PC, then the USB-Key should be put away during exam.

Course content and structure

Covers tradtional communication, neuromarketing and relevant aspects of neuroscience. The course looks at contemporary neuromarketing approaches to communication an consumer behavior departing in traditional advertising and communication practices. It deals with communication effects, advertising budgeting and control. It gives an integrated presention of attitude and behavior theory of consumer behavior focusing on the roles of emotions and with emphasize on contemporary neurological contributions.

Teaching methods
Students will be involved in practical tests in Senselab
Further Information
This course is part of the minor in Economics, Psychology and Neuroscience
Expected literature

Indicative literature - changes may occur:

Chaudhuri “Emotion and Reason in Consumer Behaviour”. Elsevier Inc
Printed compendium (see indicative literature)


Bagozzi, R.P., M. Gopinath & P.U.Nyer (1999): The role of emotions in marketing. Journal of the Academy of Marketing Science, Vol. 27. No. 2, pp. 184-206.

Bechara, A. & A.R. Damasio (2005): The Somatic Marker Hypothesis: A Neural Theory of Economic Decision Making. Games and Economic Behaviour. Vol. 52. Issue 2 August, pp. 336-372

Hubert, Mirja & Peter Kenning (2008): A current overview of consumer neuroscience. Journal of Consumer Behaviour, Vol. 7, Issue no. 4-5, pp. 272-292

Kirk, U., Skov, M., Hulme, O., Christensen, M. S., & Zeki, S. (2009). Modulation of aesthetic value by semantic context: An fmri study. Neuroimage, 44(3), 1125-32.

Knutson, B., Wimmer, G. E., Rick, S., Hollon, N. G., Prelec, D., & Loewenstein, G. (2008). Neural antecedents of the endowment effect. Neuron, 58(5), 814-22.

Knutson, B., Rick, S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147-56.

McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(2), 379-87.

Pieters, R. & L. Warlop (1999): Visual attention during brand choice: The impact of time pressure and task motivation .International Journal of Research in Marketing, 16, pp. 1-16

Pieters, R. & Wedel, M. (2004), "Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects", Journal of Marketing, vol. 68, no. 2, pp. 36-50.

Plassmann, H., O'Doherty, J., Shiv, B., & Rangel, A. (2008). Marketing actions can modulate neural representations of experienced pleasantness. Proceedings of the National Academy of Sciences of the United States of America, 105(3), 1050-4.

Plassmann, H., O'Doherty, J., & Rangel, A. (2007). Orbitofrontal cortex encodes willingness to pay in everyday economic transactions. The Journal of Neuroscience : The Official Journal of the Society for Neuroscience, 27(37), 9984-8.

Rangel, A., Camerer, C., & Montague, P. R. (2008). A framework for studying the neurobiology of value-based decision making. Nat Rev Neurosci, 9(7), 545-556.

Walter, H., Abler, B., Ciaramidaro, A., & Erk, S. (2005). Motivating forces of human actions. Neuroimaging reward and social interaction. Brain Research Bulletin, 67(5), 368-81.

Zajonc, R.B. & H. Markus (1985): Must all affect be mediated by cognition? Journal of Consumer Research, Vol. 12, No. 3, December 1985

Last updated on 13-09-2013