• Specifically: - describe and discuss structure and content of a neuroscientific research design aimed to provide insights into nonconscious interpretations and decisions
• - reflect and explain overall objectives for different research setups
• - describe the optimal for data collection and analysis
• - reflect on the utility of different frameworks and principles for a neuroscientific research setup
• In general: - select and apply a neuroscientific research design to a marketing project.
• - find arguments for and against a specific neuroscientific research design
• - make a plan for the essential parts of a neuroscientific research design (considerations, steps/processes, plan, ethics …)
• - make a prototype of the research design and draw conclusions from the analysis and discuss implications

Asking people have been common in marketing research and do still have advantages. On the other hand, getting insights into nonconscious interpretations and decisions other research tools have to be taken into consideration. Neuroscientific research design refers to such a toolbox, which contains both technical equipment and ways of doing experimental research. The goal for this course is to give an overview of this fast developing toolbox and hands-on experience with some specific neuroscientific research designs. The course makes use of literature review for knowing the trends over the last decades and cases to enhance student’s ability to plan, setup, and analyze data from neuroscientific studies. These cases will be group presentations in class followed be a discussion lead by two opposing groups.

This course is part of the minor in Behavioral Neuroscience and Economy 
 

Ariely, Dan, and Gregory S. Berns. "Neuromarketing: the hope and hype of neuroimaging in business." Nature Reviews Neuroscience 11.4 (2010): 284-292.

Plassmann, Hilke, Thomas Zoëga Ramsøy, and Milica Milosavljevic. "Branding the brain: A critical review and outlook." Journal of Consumer Psychology 22.1 (2012): 18-36.

Tatler, B. W., Gilchrist, I. D., & Land, M. F. (2005). Visual memory for objects in natural scenes: From fixations to object files. The Quarterly Journal of Experimental Psychology Section A, 58(5), 931-960.

Bojko, A. A. (2009). Informative or misleading? Heatmaps deconstructed. In Human-computer interaction. New trends (pp. 30-39). Springer Berlin Heidelberg.

Le Meur, O., & Baccino, T. (2013). Methods for comparing scanpaths and saliency maps: strengths and weaknesses. Behavior research methods, 45(1), 251-266.

Mormann, M. M., Navalpakkam, V., Koch, C., & Rangel, A. (2012). Relative visual saliency differences induce sizable bias in consumer choice. Journal of Consumer Psychology, 22(1).

Pieters, R., & Wedel, M. (2007). Goal control of attention to advertising: The Yarbus implication. Journal of Consumer Research, 34(2), 224-233.

Reutskaja, E., Nagel, R., Camerer, C. F., & Rangel, A. (2011). Search dynamics in consumer choice under time pressure: An eye-tracking study. The American Economic Review, 900-926.

Tatler, B. W. (2007). The central fixation bias in scene viewing: Selecting an optimal viewing position independently of motor biases and image feature distributions. Journal of Vision, 7(14), 4.

(additional) Milosavljevic, M., & Cerf, M. (2008). First attention then intention: Insights from computational neuroscience of vision. International Journal of Advertising, 27(3), 381-398.

Groeppel-Klein, A. (2005). Arousal and consumer in-store behavior. Brain research bulletin, 67(5), 428-437.

Bradley, M. M., Miccoli, L., Escrig, M. A., & Lang, P. J. (2008). The pupil as a measure of emotional arousal and autonomic activation. Psychophysiology, 45(4), 602-607.

Teixeira, T., Wedel, M., & Pieters, R. (2012). Emotion-induced engagement in internet video advertisements. Journal of Marketing Research, 49(2), 144-159.

Lee, V. K., & Harris, L. T. (2013). How social cognition can inform social decision making. Frontiers in neuroscience, 7.

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, 105(3), 1050-1054.

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), 379-387.

Rozenkrants, B., & Polich, J. (2008). Affective ERP processing in a visual oddball task: arousal, valence, and gender. Clinical Neurophysiology, 119(10), 2260-2265.

Vecchiato, G., Astolfi, L., De Vico Fallani, F., Toppi, J., Aloise, F., Bez, F., ... & Mattia, D. (2011). On the use of EEG or MEG brain imaging tools in neuromarketing research. Computational intelligence and neuroscience,2011, 3.

Ravaja, N., Somervuori, O., & Salminen, M. (2013). Predicting purchase decision: The role of hemispheric asymmetry over the frontal cortex. Journal of Neuroscience, Psychology, and Economics, 6(1), 1.

Solnais, C., Andreu-Perez, J., Sánchez-Fernández, J., & Andréu-Abela, J. (2013). The contribution of neuroscience to consumer research: A conceptual framework and empirical review. Journal of Economic Psychology, 36, 68-81.

Dmochowski, J. P., Bezdek, M. A., Abelson, B. P., Johnson, J. S., Schumacher, E. H., & Parra, L. C. (2014). Audience preferences are predicted by temporal reliability of neural processing. Nature communications, 5.

Khushaba, R. N., Wise, C., Kodagoda, S., Louviere, J., Kahn, B. E., & Townsend, C. (2013). Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert Systems with Applications, 40(9), 3803-3812.

Millsap, R. E., & Maydeu-Olivares, A. (Eds.). (2009). The SAGE handbook of quantitative methods in psychology. London: SAGE Publications Ltd. .( eBook – CBS library access)
Ch.2 Experimental design

Murphy, E. R., Illes, J., & Reiner, P. B. (2008). Neuroethics of neuromarketing. Journal of Consumer Behaviour, 7(4-5), 293-302.

Tom, G., Nelson, C., Srzentic, T., & King, R. (2007). Mere exposure and the endowment effect on consumer decision making. The Journal of Psychology, 141(2), 117-125.

Ramsøy, Thomas Zoëga, and Martin Skov. "Brand preference affects the threshold for perceptual awareness." Journal of Consumer Behaviour 13.1 (2014): 1-8.

American Psychological Association. Publication manual of the American Psychological Association- 6th edition. Washington DC (ISBN-13:9781433805615) (Book- available physically in the  library)
Ch. 1-2

Hegde, D. S. (2015). Essays on Research Methodology.( eBook – CBS library access)
Ch.3: Logical and Epistemological Norms in Scientific Theory Construction