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Consumer Neuroscience and Neurobusiness

Maastricht Summer School
Netherlands, Maastricht
Maastricht Summer School Netherlands, Bonnefantenstraat 2, 6211 KL Maastricht, The Netherlands
Tuition fee €598 per programme

Overview

This summer course will give you an overview of the crescent field of consumer neuroscience. Moreover, we will explore the applications of neurosciences in different fields such as neuroeconomics and neuromarketing. Properly understanding the potential and limitations of these applications and being able to develop innovative ways of using neuroscientific techniques in different contexts is the final objective of this course.
The course will include lectures and workshops during four days of intensive learning. Finally, we expect you to be able to come up with your own proposal of research using neuroscientific methods in the market.

Course Duration and Dates
This is a one week intensive course running from the 20th of July until the 24th of July, 2020

ECTS
The number of credits earned after successfully concluding this course is the equivalent of 2 ECTS according to Maastricht University’s guidelines. For further information see the MSS terms and conditions

Goals
After completion of this course students will
- Understand and discuss topics related to consumer neuroscience
- Know the basis of processes fundamental for decision neurosciences such as attention, memory and valuation.
- Know how the different research techniques such as fMRI, EEG, eye tracking, skin conductance measurements etc. can be used in consumer neuroscience.
- Know the basis of neuroeconomics, neuromarketing and neurobusiness,
- Have a solid discussion regarding the ethical limits of neurobusiness.
- Create a feasible project on consumer neuroscience.

Coordinator
Aline Dantas is a neuroeconomist, specialist in decision neuroscience and a PhD promovendus in human decision making. Aline worked for 10 years in the marketing of major corporations such as Nike and Adidas, always focused in consumer behavior. More recently, she focused in her academic career researching decision making under risk and uncertainty.

Prerequisites
Candidates for this course must have interest in neurosciences and its applications on marketing and business management in general. Previous knowledge on these topics is not mandatory. Understanding of scientific research writing is also required.


Recommend literature
▪ Loewenstein, G., Rick, S., & Cohen, J. D. (2008). Neuroeconomics. Annu. Rev. Psychol., 59, 647-672.
▪ Ariely, D., & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature reviews neuroscience, 11(4), 284.
▪ Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour: An International Research Review, 7(4‐5), 272-292.
▪ Kahneman, D. (2011). Thinking, fast and slow. Macmillan.
▪ Murphy, E. R., Illes, J., & Reiner, P. B. (2008). Neuroethics of neuromarketing. Journal of Consumer Behaviour: An International Research Review, 7(4‐5), 293-302.
▪ Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer neuroscience: applications, challenges, and possible solutions. Journal of Marketing Research, 52(4), 427-435.

Teaching methods
▪ Lectures
▪ Skills Trainings

Assessment methods
▪ Assignment
▪ Attendance
▪ Presentation

Apply now! Block 4.1 2019/20
Application deadline
Jun 8, 2020 23:59
Europe/Amsterdam time
Studies commence
Jul 20, 2020

Application deadlines apply to citizens of: United States

Apply now! Block 4.1 2019/20
Application deadline
Jun 8, 2020 23:59
Europe/Amsterdam time
Studies commence
Jul 20, 2020

Application deadlines apply to citizens of: United States