PSYC 54.05 Neuromarketing and Consumer Neuroscience
How do measures of the brain and body map onto a brand marketer’s return on a research investment? This course focuses on the history and topics related to the nascent, yet burgeoning, cross-disciplinary field of consumer neuroscience and new technological advances in marketing related to neuromarketing. The course will provide a unique vantage on the multiple academic and applied histories of the field, its ethical ramifications, along with general perspectives focusing on current practices and potential future directions, including the implications of predicting mass consumer behavior from small test samples. Students will have the opportunity to engage with some of the most notable academic and practitioners in the field and will participate in a capstone project of original research applying theory and utilizing psycho physiological tools applied in real-world neuromarketing research.
Instructor
K. R. Clark