• 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.

• Classic and basic theory
• New theory
• Teacher’s own research
• Methodology
• Models

• Development of research questions
• Analysis
• Discussion, critical reflection, modelling

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

Alsharif, A. H., Salleh, N. Z. M., Baharun, R., Hashem E, A. R., Mansor, A. A., Ali, J., & Abbas, A. F. (2021). Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes. Sustainability, 13(11), 6488.

Bagdziunaite, Nassri, Clement & Ramsøy (2014). An added value of neuroscientific tools to understand consumers’ in-store behavior. EMAC Conference Proceeding 2014

Berns, G. S., & Moore, S. E. (2012). A neural predictor of cultural popularity. Journal of Consumer Psychology, 22(1), 154–160.

Boshoff, C. (2017). An assessment of consumers’ subconscious responses to frontline employees’ attractiveness in a service failure and recovery situation. South African Journal of Economic and Management Sciences, 20(1), 1–13.

Ciceri, A., Russo, V., Songa, G., Gabrielli, G., & Clement, J. (2020). A neuroscientific method for assessing effectiveness of digital vs. Print ads: Using biometric techniques to measure cross-media ad experience and recall. Journal of Advertising Research, 60(1), 71-86.

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).

Clement, J., Aastrup, J., & Charlotte Forsberg, S. (2015). Decisive visual saliency and consumers’ in-store decisions. Journal of Retailing and Consumer Services, 22.

Ford, J. B. (2019). What do we know about neuromarketing? Journal of Advertising Research, 59(3), 257-258.

Fox, R. J., Krugman, D. M., Fletcher, J. E., & Fischer, P. M. (1998). Adolescents’ Attention to Beer and Cigarette Print Ads and Associated Product Warnings. Journal of Advertising, 27(3), 57.

Miceli, G. “Nino,” Scopelliti, I., Raimondo, M. A., & Donato, C. (2014). Breaking Through Complexity: Visual and Conceptual Dimensions in Logo Evaluation across Exposures. Psychology & Marketing, 31(10), 886–899.

Gidlöf, K., Anikin, A., Lingonblad, M., & Wallin, A. (2017). Looking is buying. How visual attention and choice are affected by consumer preferences and properties of the supermarket shelf. Appetite, 116, 29–38.

Guyader, H., Ottosson, M., & Witell, L. (2017). You can’t buy what you can’t see: Retailer practices to increase the green premium. Journal of Retailing and Consumer Services, 34

Harris, J. M., Ciorciari, J., & Gountas, J. (2018). Consumer neuroscience for marketing researchers. Journal of consumer behaviour, 17(3), 239-252.

Huddleston, P. T., Behe, B. K., Driesener, C., & Minahan, S. (2018). Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment. Journal of Retailing and Consumer Services, 43, 85-93.

Husić-Mehmedović, M., Omeragić, I., Batagelj, Z., & Kolar, T. (2017). Seeing is not necessarily liking: Advancing research on package design with eye-tracking. Journal of Business Research, 80, 145–154.

Kahneman D. (2002) MAPS OF BOUNDED RATIONALITY: A PERSPECTIVE ON INTUITIVE JUDGMENT AND CHOICE, Prize Lecture

Kirk, U., Skov, M., Christensen, M. S., & Nygaard, N. (2009). Brain correlates of aesthetic expertise: A parametric fMRI study. Brain & Cognition, 69(2), 306–315.

Knutson, B., Rick, S., Wimmer, E., Prelec, D., & Loewenstein, G. (2007). Neural Predictors of Purchases. Neuron, 53(4), 147–156.

Krugman, D. M., Fox, R. J., Fletcher, J. E., Fischer, P. M., & Rojas, T. H. (1994). DO ADOLESCENTS ATTEND TO WARNINGS IN CIGARETTE ADVERTISING? AN EYE-TRACKING APPROACH. Journal of Advertising Research, 34(6), 39–52.

Lee, L., Amir, O., & Ariely, D. (2009). In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency. Journal of Consumer Research, 36(2), 173–187.

Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. Cognitive Neuroscience: Contributions from Psychophysiology, 63(2), 199–204.

Lee, N., Brandes, L., Chamberlain, L., & Senior, C. (2017). This is your brain on neuromarketing: reflections on a decade of research. Journal of Marketing Management, 33(11–12), 878–892.

Lim, W. M. (2018). Demystifying neuromarketing. Journal of Business Research, 91, 205–220

Miceli, G. “Nino,” Scopelliti, I., Raimondo, M. A., & Donato, C. (2014). Breaking Through Complexity: Visual and Conceptual Dimensions in Logo Evaluation across Exposures. Psychology & Marketing, 31(10), 886–899.

Milosavljevic, M., & Cerf, M. (2008). First attention then intention. International Journal of Advertising, 27(3), 381–398.

O’Neill, R. M., & Lambert, D. R. (2001). The Emotional Side of Price. Psychology & Marketing, 18(3), 217–237.

Ohme, R., Reykowska, D., Wiener D., Choromanska, A. (2010), Application of frontal EEG asymmetry to advertising research, Journal of Economic Psychology, Vol. 3, p. 785-793

de Oliveira, J. H. C., & de Moura Engracia Giraldi, J. (2017). What is Neuromarketing? A Proposal for a Broader and more Accurate Definition. Global Business & Management Research, 9(2), 19–29

Philiastides, M. G., & Ratcliff, R. (2013). Influence of Branding on Preference-Based Decision Making. Psychological Science (0956-7976), 24(7), 1208–1215.

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

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

Pieters, R., Warlop, L., & Wedel, M. (2002). Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory. Management Science, 48(6), 765–781.

Pieters, R., & Wedel, M. (2004). Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects. Journal of Marketing, 68(2), 36–50.

Pieters, R., & Wedel, M. (2007). Goal Control of Attention to Advertising: The Yarbus Implication. Journal of Consumer Research, 34(2), 224–233.

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

Reutskaja, E., Nagel, R., Camerer, C. F., & Rangel, A. (2011). Search Dynamics in Consumer Choice under Time Pressure: An Eye-Tracking Study. American Economic Review, 101(2),

Ryan, L. V. (2017). Sex differences through a neuroscience lens: Implications for business ethics. Journal of Business Ethics, 144(4), 771-782.

Sajjacholapunt, P., & Ball, L. J. (2014). The influence of banner advertisements on attention and memory: Human faces with averted gaze can enhance advertising effectiveness. Frontiers in Psychology, 5.

Schulte-Mecklenbeck, M., Sohn, M., de Bellis, E., Martin, N., & Hertwig, R. (2013). A lack of appetite for information and computation. Simple heuristics in food choice. Appetite, 71, 242–251.

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

Stothart, G., Maynard, O., Lavis, R., & Munafò, M. (2016). Neural correlates of cigarette health warning avoidance among smokers. Drug and Alcohol Dependence, 161, 155–162.

Touhami, Benlafkih, Jiddane, Cherrah, Omar el Malki & Benomar, (2011) Neuromarketing: Where marketing and neuroscience meet, African Journal of Business Management Vol.5 (5), pp. 1528-1532

Van, der L., Pieters, R., & Wedel, M. (2008). Competitive Brand Salience. Marketing Science, 27(5), 922–931.

Vartanian, O., Navarrete, G., Chatterjee, A., Brorson Fich, L., Leder, H., Modroño, C., … Skov, M. (2013). Impact of contour on aesthetic judgments and approach-avoidance decisions in architecture. Proceedings of the National Academy of Sciences of the United States of America, 110, 10446–10453.