Consumer Neuroscience and Neurobusiness
|Study location||Netherlands, Maastricht|
|Type||Summer Courses, full-time|
|Nominal duration||1 week (2 ECTS)|
|Tuition fee||€699 one-time|
Enrolled as an Undergraduate student or Undergraduate diploma
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.
The entry qualification documents are accepted in the following languages: English.
Often you can get a suitable transcript from your school. If this is not the case, you will need official translations along with verified copies of the original.
The language of the course is English, so we expect a fluent level and the ability to follow and participate in class.
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. The objective of the current course is for you to be able to properly understand the potential and limitations of these applications and be able to develop innovative ways of using neuroscientific techniques in different contexts. The course includes lectures and workshops during four days of intensive learning. Finally, we expect you to be able to come up with your own research proposal using neuroscientific methods in the market.
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.
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.
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