In the class contemporary approaches to the study of consumer choice and marketing will be seen in the light of recent advances brain science. The combination of economics, marketing and modern brain science – also called neuroeconomics and neuromarketing – will be used comprehensively throughout the course. Specifically, the role of emotions in consumer choice is in focus. The course provides an opportunity for students to (a) deepen their understanding of how advertising is processed in the brain, (b) learn about the role of emotions in memory and consumer preferences, and (c) learn to think cognitive and emotional perspectives into advertising and marketing strategies.

Much of the course will be dedicated to the recent advances in brain science, and how this relates to our understanding of consumer behaviour and marketing processes. Issues such as attention, emotional responses and behaviours, memory, preference formation and decision making are covered in depth. Emphasis will also be on short, medium and long-term effects of advertising and the measurement of advertising effects. Emotional response tendencies for brand equity and factors influencing the intangible parts of brand equity are dealt with. In the class, focus will also be on international and cross cultural advertising.

Hansen, F. & Christensen S.R. (2006): Emotions, Advertising and Consumer Choice, CBS Press, Kluwer

Montague R. (2006) Why choose this book? How we make decisions. Penguin Group

Highly recommended additional literature:

Baars, Bernard J., and Nicole M. Gage. 2007. Cognition, Brain, and Consciousness: Introduction to Cognitive Neuroscience. 1st ed. Academic Press.

Selected papers available on Sitescape prior to the start of the class