• discuss processes such as attention, perception, emotion and memory and their relevance to marketing-related topics
• discuss the interplay between conscious and non-conscious process and their downstream effects on consumer responses and behavior
• reflect upon the implications of neuroscientific research on consumer research and brand
• identify and discuss the constructs and mental processes that are relevant to a specific marketing case
• discuss the limitations of different theoretical and methodological approaches in relation to neuromarketing
• present the argumentation and reflections in a clear, cohesive and structured manner

Contemporary approaches to neuromarketing studies within the scope of the marketing mix will be seen in relation to an added value to marketing research and practice. Specifically, the focus is on the nonconscious processes and emotional responses that are difficult to put words on. Topics such as attention, habits, behaviour, memory, preference formation and decision making are covered. The course provides an opportunity for students to deepen their understanding of how brand elements, design, advertising, store atmosphere are processed in the human brain and body. Furthermore, the course gives insights into the benefits of neuromartketing in short term planning and into long term marketing strategy.

3-week course that cannot be combined with any other course.

Preliminary Assignment: The course coordinator uploads Preliminary Assignment on Canvas at the end of May. It is expected that students participate as it will be included in the final exam, but the assignment is without independent assessment and grading.

Articles: 

Ariely, D., & Berns, G. S. (2010). Neuromarketing- the hope and hype of neuroimaging in business. Nature reviews neuroscience, 11(4), 284-292.

Lim, W. M. (2018). Demystifying neuromarketing. Journal of business research, 91, 205-220. Links to an external site.

Spence, C. (2019). Neuroscience-inspired design: From academic neuromarketing to commercially relevant research. Organizational Research Methods, 22(1), 275-298.

Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer neuroscience: applications, challenges, and possible solutions. Journal of marketing research, 52(4), 427-435.

Montazeribarforoushi, S., Keshavarzsaleh, A., & Ramsøy, T. Z. (2017). On the hierarchy of choice: An applied neuroscience perspective on the AIDA model. Cogent Psychology, 4(1), 1363343.

Orquin, J. L., & Mueller Loose, S. (2013). Attention and choice: A review on eye movements in decision making. Acta Psychologica, 144(1), 190–206. 

Carter, B. T., & Luke, S. G. (2020). Best practices in eye tracking research. International Journal of Psychophysiology, 155, 49-62.

Clement, J., Kristensen, T., & Grønhaug, K. (2013). Understanding consumers’ in-store visual perception: The influence of package design features on visual attention. Journal of Retailing and Consumer Services, 20(2).

Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431-441.

Karmarkar, U. R., & Plassmann, H. (2019). Consumer neuroscience: Past, present, and future. Organizational Research Methods, 22(1), 174-195. Links to an external site.

Tyng, C. M., Amin, H. U., Saad, M. N., & Malik, A. S. (2017). The influences of emotion on learning and memory. Frontiers in psychology, 8, 1454.pdf.

Lindquist, K. A., & Barrett, L. F. (2012). A functional architecture of the human brain: emerging insights from the science of emotion. Trends in cognitive sciences, 16(11), 533-540.

Poppa, T., & Bechara, A. (2018). The somatic marker hypothesis: revisiting the role of the ‘body-loop’in decision-making. Current opinion in behavioral sciences, 19, 61-66.

Phelps, E. A. (2006). Emotion and cognitioninsights from studies of the human amygdala. Annu. Rev. Psychol., 57, 27-53..pdf.

Squire, L. R. (2004). Memory systems of the brain: a brief history and current perspective. Neurobiology of learning and memory, 82(3), 171-177.

Ferbinteanu, J. (2019). Memory systems 2018– Towards a new paradigm. Neurobiology of learning and memory, 157, 61-78.

Berridge, K. C., Robinson, T. E., & Aldridge, J. W. (2009). Dissecting components of reward- ‘liking’,‘wanting’, and learning. Current opinion in pharmacology, 9(1), 65-73..pdf.

Pool, E., Sennwald, V., Delplanque, S., Brosch, T., & Sander, D. (2016). Measuring wanting and liking from animals to humans: A systematic review. Neuroscience & Biobehavioral Reviews, 63, 124-142.

Reimann, M., MacInnis, D., & Bechara, A. (2016). Can smaller meals make you happy? Behavioral, neurophysiological, and psychological insights into motivating smaller portion choice. Journal of the Association for Consumer Research, 1(1), 71-91.

Karmarkar, U. R., & Yoon, C. (2016). Consumer neuroscience: Advances in understanding consumer psychology. Current Opinion in Psychology, 10, 160-165.

Philiastides, M. G., & Ratcliff, R. (2013). Influence of branding on preference-based decision making. Psychological science, 24(7), 1208-1215.

Hsu, M., & Yoon, C. (2015). The neuroscience of consumer choice. Current opinion in behavioral sciences, 5, 116-121.

Plassmann, H., Ramsøy, T. Z., & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of consumer psychology, 22(1), 18-36.

Deppe, M., Schwindt, W., Kugel, H., Plassmann, H., & Kenning, P. (2005). Nonlinear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision making. Journal of neuroimaging, 15(2), 171-182.

Reimann, M., Castaño, R., Zaichkowsky, J., & Bechara, A. (2012). How we relate to brands: Psychological and neurophysiological insights into consumer–brand relationships. Journal of Consumer Psychology, 22(1), 128-142.

Esch, F. R., Möll, T., Schmitt, B., Elger, C. E., Neuhaus, C., & Weber, B. (2012). Brands on the brain: Do consumers use declarative information or experienced emotions to evaluate brands?. Journal of Consumer Psychology, 22(1), 75-85.

Pozharliev, R., Verbeke, W. J., & Bagozzi, R. P. (2017). Social consumer neuroscience: Neurophysiological measures of advertising effectiveness in a social context. Journal of Advertising, 46(3), 351-362.

Knutson, B., & Genevsky, A. (2018). Neuroforecasting aggregate choice. Current Directions in Psychological Science, 27(2), 110-115.

Venkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hampton, W., Bollinger, B., ... & Winer, R. S. (2015). Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling. Journal of Marketing Research, 52(4), 436-452.