An Introduction to Consumer Neuroscience & Neuromarketing from Coursera

What's inside

Syllabus

What is Neuromarketing all About?

We first need to define the field – what are the key concepts, what are the key methods and reasons for employing neuroscience to study consumers and communication effects? In this module, we will introduce the topic and how some specific studies provide key insights into what neuroscience has to offer in relationship with more traditional methods.

Attention & Consciousness

In the second module of this course we are turning to the functions of the brain, and we will first focus on attention and consciousness. This module will focus on some key concepts in attention and consciousness.

Sensory Neuromarketing

In this module we will have contents filled on the topic of sensory neuromarketing. How are our senses affected differently as consumers? What can you do to organise your communications to better use all the senses? How does the brain actually use the senses? What tools do we have for assessing the use of senses, and how they affect consumers?

Emotions & Feelings, Wanting & Liking

In this module, everything is about emotions and feelings, and the relationship between emotions and preference. As we will see, our minds have a dual side: a conscious and an unconscious response and motivation, which are crucial to understanding consumer preference and choice. Indeed, unconscious emotional responses may turn out to be driving consumer choice to the same - or even larger - degree than conscious feelings. Are conscious feelings a mere after-the-fact rationalization upon conscious choice?

Learning & Memory

This module will focus on Learning & Memory. We will determine not only that there are multiple kinds of memory, but that they also serve multiple purposes. If anything, learning is the vehicle we need to understand the most in consumer behaviour. What causes memory, and can we be affected unconsciously by our memories? How can we measure memory effects, and what is the relationship between brand equity and the brain? This module, we also have an interview with Prof. Richard Silberstein, who shares his view on neuromarketing and consumer neuroscience. Prof. Silberstein is the Founder and chairman of the neuromarketing company Neuro-Insight (http://www.neuro-insight.com/).

Neuroethics and Consumer Aberrations

This module, we will focus on both the ethics of neuromarketing, as well as aberrant consumer behaviours. We see that consumer choice can sometimes become the centre focus on a person's life, be it pathological gambling, "shopaholism" or digital dependencies. This module, we will focus on some of these issues, and combine them with the ethical aspects that we face when talking neuro. This module we also end off with two interviews: one with Prof. Jan Trzaskowksi at the CBS, who is working on marketing and the law, where we discuss what the ethical and legal aspects of neuromarketing is. As you will see, Jan has a very particular take on this that I am sure you will find interesting. Our second interview is with Carl Marci, who is the Co-Founder and Chief Science Officer of Innerscope Research (http://innerscoperesearch.com/) on his background and their take on neuromarketing and consumer neuroscience.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Examines key concepts in attention and consciousness, which are fundamental to understanding consumer decision-making

Introduces methods employed in consumer neuroscience and neuromarketing, empowering learners to interpret and evaluate research findings

Provides a comprehensive overview of the current and future uses of neuroscience in business, equipping learners with insights into industry trends

Appropriate for individuals interested in understanding the intersection of neuroscience and marketing

Requires a foundational understanding of marketing principles and concepts

Reviews summary

Interesting consumer neuroscience course

Learners say this introduction to consumer neuroscience and neuromarketing is generally well-rounded and interesting. Students may find some lectures more engaging than others, as some are scientific and others are more like interviews. Also, students note the teacher's accent could be difficult to understand at times. However, the course has good support materials and an interesting assignment. Overall, students say the course is a good introduction to the field.

Some lectures are very scientific and in-depth.

"some lectures were general opinion interviews with experts in the field. Good insight in to a field with huge potential..."

The course is a good introduction to the field of consumer neuroscience and neuromarketing.

"The course is good for introducing the concepts of consumer neuroscience and neuromarketing, what they are about, how are they relevant and the research methods which are currently used to measure/assess... "

"Comprehensive introduction to some key areas of this field."

The course is interesting and engaging overall.

"Quite interesting course."

"A very interesting topic. Course was very interesting overall..."

Some lectures are more like interviews than educational lectures.

"some lectures were general opinion interviews with experts in the field..."

Teacher has a strong accent that makes it difficult to understand the lectures.

"The course was really hard to understand because of the teacher accent..."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in An Introduction to Consumer Neuroscience & Neuromarketing with these activities:

Review your notes from previous courses in psychology and marketing

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Refreshing your knowledge of psychology and marketing will help you better understand the concepts in this course.

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Review your notes from previous courses in psychology and marketing.
Identify the key concepts that are relevant to this course.
Summarize the key concepts in your own words.

Compile a list of resources on consumer neuroscience and neuromarketing

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This activity will help you become more familiar with the field of consumer neuroscience and neuromarketing and identify resources that you can use to continue your learning.

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Search for online resources on consumer neuroscience and neuromarketing.
Create a list of the most relevant and informative resources.
Organize the list by topic.

Review the book "Neuromarketing: The New Science of Consumer Behavior"

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This book provides a comprehensive overview of the field of consumer neuroscience and neuromarketing.

View The Persuasion Code: How Neuromarketing Can... on Amazon

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Read the book and take notes.
Summarize the key concepts in the book.
Apply the concepts to a real-world marketing campaign.

One other activity

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Form a study group with other students in the course

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Studying with other students can help you learn the material more effectively and identify areas where you need additional support.

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Find a few other students who are enrolled in the course.
Set up a regular meeting time and place.
Review the course material together.
Work on practice problems together.
Quiz each other on the material.

Career center

Learners who complete An Introduction to Consumer Neuroscience & Neuromarketing will develop knowledge and skills that may be useful to these careers:

Market Research Analyst

Market Research Analysts spend a significant portion of their time understanding the motivations behind consumer purchases. This course introduces you to the tools and methods used by neuroscience and neuromarketing research companies to study how consumers make decisions and what they pay attention to. This course will help you build a foundation as a Market Research Analyst responsible for understanding why consumers make the choices they do.

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Advertising Copywriter

As an Advertising Copywriter, you must constantly keep up with trends and understand how to connect with your target audience on a deep level. The study of consumer neuroscience and neuromarketing is constantly evolving, and this course will help you stay up-to-date on the latest trends and research so that you can create powerful and effective copy.

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Product Manager

Product Managers are responsible for translating consumer needs into successful products or features. This course on consumer neuroscience and neuromarketing will help you develop the skills to understand the conscious and unconscious motivations of consumers, which will assist you in creating compelling products.

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Brand Manager

Brand Managers are responsible for developing and executing strategies that build and maintain a brand's reputation and image. With the increasing use of neuromarketing techniques, having a solid understanding of consumer neuroscience will give you a competitive edge in this role.

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Marketing Consultant

Marketing Consultants provide guidance to businesses on how to improve their marketing strategies and achieve their business goals. Adding consumer neuroscience and neuromarketing to your skillset will open doors to work with clients seeking to leverage these techniques.

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Consumer Psychologist

Consumer Psychologists study the psychological factors that influence consumer behavior. This course will help build a strong foundation in consumer neuroscience, enabling you to better understand the underlying cognitive and emotional processes that drive consumer decision-making.

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Public Relations Specialist

Public Relations Specialists manage the public image of organizations and individuals. This course will provide you with valuable insights into how consumers form their impressions and make judgments, which can be applied to develop effective PR campaigns.

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Sales Manager

Sales Managers are responsible for leading and motivating sales teams to achieve their goals. This course will give you a deeper understanding of the psychology behind consumer decision-making and equip you to develop effective sales strategies.

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Business Analyst

Business Analysts identify and solve business problems by analyzing data and making recommendations. With the increasing adoption of neuromarketing techniques, Business Analysts with a background in consumer neuroscience will be in high demand.

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Social Media Manager

Social Media Managers must understand how to engage with their target audience and create content that resonates with them. The study of consumer neuroscience and neuromarketing can provide valuable insights into the motivations and behaviors of social media users.

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Market Research Manager

Market Research Managers oversee the collection and analysis of consumer data. As the field of market research continues to evolve, knowledge of consumer neuroscience can significantly enhance your ability to design and interpret research studies.

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User Experience (UX) Researcher

UX Researchers study how users interact with products or services in order to improve their experience. Consumer neuroscience techniques are increasingly being used in UX Research, and this course will provide you with the knowledge and skills to excel in this field.

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Marketing Director

Marketing Directors are responsible for developing and executing marketing strategies for their organizations. With the growing use of neuromarketing, understanding consumer neuroscience will give you an edge in developing effective marketing campaigns.

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Neuroscientist

Neuroscientists study the nervous system and how the brain functions. While a general background in consumer neuroscience may not be sufficient for a career as a Neuroscientist, this course may be helpful for those interested in pursuing an advanced degree in the field.

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Surgeon

Surgeons perform operations to treat diseases or injuries. This course is not directly relevant to a career as a Surgeon.

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