ECON 230 - Neuromarketing and Consumer Behavior

Credits: 4
An examination of the science and practice of neuromarketing and consumer neuroscience, the part within marketing that studies the marketing effects (brand, product, pricing, placement, promotion) on consumers’ sensorimotor, cognitive, and emotional responses. It presents key topics of consumer psychology like learning, perception, attention, decision-making, reward system, and apply them to online and in-store shopping behaviors. The course explores various neuromarketing research methods, including eye-tracking, autonomic measures, brain activity, and facial expressions. Particular emphasis will be given to the research on the innovative topics of neuro-selling, neuro-retail, artificial intelligence and robotics.

 

Distribution Requirements: None.