2025/2026 KAN-CEMAV1008U Neuro Research Design

English Title
Neuro Research Design

Course information
Language	English
Course ECTS	7.5 ECTS
Type	Elective
Level	Full Degree Master
Duration	One Quarter
Start time of the course	First Quarter
Timetable	Course schedule will be posted at calendar.cbs.dk
Max. participants	150
Study board	Study Board of Markets & Innovation
Course coordinator
Jesper Clement - Department of Marketing (Marketing)
This course is part of the minor in Behavioral Neuroscience and Economy
Main academic disciplines
Customer behaviour Marketing Methodology and philosophy of science
Teaching methods
Blended learning
Last updated on 12/02/2025

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Programme Regulations

Rules and regulations for exams at CBS

Learning objectives

To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: The learning objectives of this course are that a student can:

reflect and explain overall objectives for different neuroscientific research designs
describe the optimal for data collection and analysis
select and apply a neuroscientific research design to a specific marketing project
make a plan for the essential parts of a neuroscientific research design such as hypotheses, planning, setup, procedure, test persons, ethics, analysis, …
outline a prototype of the research design and discuss implications

Course prerequisites

Students should have some background in one or more of the following areas: marketing, communication, advertising, consumer behaviour, marketing research, or the like

Examination

Neuro Research Design:
Exam ECTS	7.5
Examination form	Oral exam based on written product In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance, see also the rules about examination forms in the programme regulations.
Individual or group exam	Oral group exam based on written group product
Number of people in the group	2-4
Size of written product	Max. 20 pages
	Definition of number of pages: Groups of 2 students 10 pages max. 3 students 15 pages max 4 students 20 pages max If you are not able to find a group yourself, you have to address the course coordinator who will place you in a group. Note that the oral part of the exam is a group exam. Students who wish to have an individual exam might write a term paper in the course. Please see the cand.merc. rules for term papers for more information.
Assignment type	Report
Release of assignment	An assigned subject is released in class
Duration	Written product to be submitted on specified date and time. 10 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale	7-point grading scale
Examiner(s)	Internal examiner and second internal examiner
Exam period	Autumn
Make-up exam/re-exam	Same examination form as the ordinary exam Re-take exam is to be based on the same report as the ordinary exam: * if a student is absent from the oral exam due to documented illness but has handed in the written group product she/he does not have to submit a new product for the re-take. * if a whole group fails the oral exam they must hand in a revised product for the re-take. * if one student in the group fails the oral exam the course coordinator chooses whether the student will have the oral exam on the basis of the same product or if he/she has to hand in a revised product for the re- take.

Course content, structure and pedagogical approach

Asking people is common in marketing research and it still has advantages. On the other hand, for getting insights into nonconscious, spontanious and impulsive decisions, new research tools need to be taken into consideration. Neuro research design refers to such a new marketing toolbox, which contains of both technical equipment and ways of planning experimental research. The goal for this course is to give an overview of this new toolbox and provide insights into opportunities and drawbacks in neuro research designs. The course makes use of literature review for knowing the trends over the last decades and real life cases to enhance student’s ability to plan, set up, and analyze data from neuromarketing studies. There will be group presentations in class followed be a discussion lead by opposing groups and feedback from the teacher.

Research-based teaching

CBS’ programmes and teaching are research-based. The following types of research-based knowledge and research-like activities are included in this course:

Research-based knowledge

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

Research-like activities

Development of research questions
Discussion, critical reflection, modelling
Activities that contribute to new or existing research projects

Description of the teaching methods

The teaching method for the courses in the Minor is a blend of self-paced on-line learning and dialog-based lectures, discussions, and presentations in class. Common neuroscientific theories and models relevant to all three courses within the Minor are given by e.g. asynchronous and synchronous on-line lectures, on-line discussions, quizzes and individual/group assignments. Specific topics for this course are given in lecture form. Chapters from textbook and articles will be assigned for reading and time in class will be devoted to discussions and questions regarding these readings

Feedback during the teaching period

Feedback is given through one or more short student presentations. Short on-line exercises will be part of home work in order to facilitate a discussion in class.

Student workload

Preperation	126 hours
Teaching	30 hours
Exam	50 hours

Further Information

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

Expected literature

(Indicative literature - may change:)

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/J.TELE.2017.05.008

Balderston, N. L., Schultz, D. H., & Helmstetter, F. J. (2011). The human amygdala plays a stimulus specific role in the detection of novelty. NeuroImage, 55(4), 1889–1898. https://doi.org/10.1016/J.NEUROIMAGE.2011.01.034

Barrena, R., & Sánchez, M. (2013). Neophobia, personal consumer values and novel food acceptance. Food Quality and Preference, 27(1), 72–84. https://doi.org/10.1016/J.FOODQUAL.2012.06.007

Berčík, J., Paluchová, J., & Neomániová, K. (2021). Neurogastronomy as a tool for evaluating emotions and visual preferences of selected food served in different ways. Foods, 10(2). https://doi.org/10.3390/FOODS10020354

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. https://doi.org/10.1111/J.1469-8986.2008.00654.X/FULL

Braithwaite, J., Derrick, D., Watson, G., Jones, R., & Rowe, M. (2015). A Guide for Analysing Electrodermal Activity (EDA) & Skin Conductance Responses (SCRs) for Psychological Experiments. https://www.birmingham.ac.uk/Documents/college-les/psych/saal/guide-electrodermal-activity.pdf

Caruelle, D., Gustafsson, A., Shams, P., & Lervik-Olsen, L. (2019). The use of electrodermal activity (EDA) measurement to understand consumer emotions – A literature review and a call for action. Journal of Business Research, 104, 146–160. https://doi.org/10.1016/j.jbusres.2019.06.041

Chamberlain, L., & Broderick, A. J. (2007). The application of physiological observation methods to emotion research. Qualitative Market Research, 10(2), 199–216. https://doi.org/10.1108/13522750710740853

Chua, H. F., Boland, J. E., & Nisbett, R. E. (2005). Cultural variation in eye movements during scene perception. Proceedings of the National Academy of Sciences of the United States of America, 102(35), 12629–12633. https://doi.org/10.1073/PNAS.0506162102

Clement, J., Aastrup, J., & Charlotte Forsberg, S. (2015). Decisive visual saliency and consumers’ in-store decisions. Journal of Retailing and Consumer Services, 22, 187–194. https://doi.org/10.1016/j.jretconser.2014.09.002

de Wijk, R. A., Kooijman, V., Verhoeven, R. H. G., Holthuysen, N. T. E., & de Graaf, C. (2012). Autonomic nervous system responses on and facial expressions to the sight, smell, and taste of liked and disliked foods. Food Quality and Preference, 26(2), 196–203. https://doi.org/10.1016/J.FOODQUAL.2012.04.015

DeAngelus, M., & Pelz, J. B. (2009). Top-down control of eye movements: Yarbus revisited. Visual Cognition, 17(6–7), 790–811. https://doi.org/10.1080/13506280902793843

Dimoka, A. (2012). How to conduct a functional magnetic resonance (fMRI) study in social science research. MIS quarterly, 811-840.

Hayhoe, M., & Ballard, D. (2005). Eye movements in natural behavior. Trends in Cognitive Sciences, 9(4), 188–194. https://doi.org/10.1016/J.TICS.2005.02.009

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. https://doi.org/10.1016/J.JRETCONSER.2018.03.006

Kirk, U., Skov, M., Christensen, M. S., & Nygaard, N. (2009). Brain correlates of aesthetic expertise: A parametric fMRI study. Brain and Cognition, 69(2), 306–315. https://doi.org/10.1016/j.bandc.2008.08.004

Lee, N., Chamberlain, L., & Brandes, L. (2018). Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer. European Journal of Marketing, 52(1–2), 4–38. https://doi.org/10.1108/EJM-02-2017-0122/FULL/HTML

Lin, M. H. (Jenny), Cross, S. N. N., Jones, W. J., & Childers, T. L. (2018). Applying EEG in consumer neuroscience. European Journal of Marketing, 52(1–2), 66–91. https://doi.org/10.1108/EJM-12-2016-0805/FULL/HTML

Meißner, M., & Oll, J. (2019). The Promise of Eye-Tracking Methodology in Organizational Research: A Taxonomy, Review, and Future Avenues. Organizational Research Methods, 22(2), 590–617. https://doi.org/10.1177/1094428117744882

Mishra, A., & Mishra, H. (2010). We are what we consume: The influence of food consumption on impulsive choice. Journal of Marketing Research, 47(6), 1129–1137. https://doi.org/10.1509/JMKR.47.6.1129

Orquin, J. L., & Mueller Loose, S. (2013). Attention and choice: A review on eye movements in decision making. Acta Psychologica, 144(1), 190–206. https://doi.org/10.1016/J.ACTPSY.2013.06.003

Plassmann, H., Ramsøy, T. Z., & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 22(1), 18–36. https://doi.org/10.1016/J.JCPS.2011.11.010

Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer neuroscience: Applications, challenges, and possible solutions. Journal of Marketing Research, 52(4), 427–435. https://doi.org/10.1509/JMR.14.0048

Prescott, J. (2017). Some considerations in the measurement of emotions in sensory and consumer research. Food Quality and Preference, 62, 360–368. https://doi.org/10.1016/j.foodqual.2017.04.005

Rawnaque, F. S., Rahman, K. M., Anwar, S. F., Vaidyanathan, R., Chau, T., Sarker, F., & Mamun, K. A. Al. (2020). Technological advancements and opportunities in Neuromarketing: a systematic review. Brain Informatics, 7(1). https://doi.org/10.1186/S40708-020-00109-X

Spence, C., & Levitan, C. A. (2021). Explaining Crossmodal Correspondences Between Colours and Tastes. I-Perception, 12(3). https://doi.org/10.1177/20416695211018223

Spinelli, S., & Jaeger, S. R. (2019). What do we know about the sensory drivers of emotions in foods and beverages? Current Opinion in Food Science, 27, 82–89. https://doi.org/10.1016/J.COFS.2019.06.007

Stasi, A., Songa, G., Mauri, M., Ciceri, A., Diotallevi, F., Nardone, G., & Russo, V. (2018). Neuromarketing empirical approaches and food choice: A systematic review. Food Research International, 108, 650–664. https://doi.org/10.1016/j.foodres.2017.11.049

Thibault, R. T., Lifshitz, M., & Raz, A. (2016). Body position alters human resting-state: Insights from multi-postural magnetoencephalography. Brain Imaging and Behavior, 10(3), 772–780. https://doi.org/10.1007/S11682-015-9447-8

Wang, Q. (Janice), & Spence, C. (2018). “A sweet smile”: the modulatory role of emotion in how extrinsic factors influence taste evaluation. Cognition and Emotion, 32(5), 1052–1061. https://doi.org/10.1080/02699931.2017.1386623

Wang, Y. J., & Minor, M. S. (2008). Validity, reliability, and applicability of psychophysiological techniques in marketing research. Psychology and Marketing, 25(2), 197–232. https://doi.org/10.1002/MAR.20206

Yoshimoto, S., Imai, H., Kashino, M., & Takeuchi, T. (2014). Pupil response and the subliminal mere exposure effect. PLoS ONE, 9(2). https://doi.org/10.1371/JOURNAL.PONE.0090670

Last updated on 12/02/2025

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2025/2026 KAN-CEMAV1008U Neuro Research Design

Course information

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