|Module / ECTS / Path / Specialisation||Module :marketing research : 10 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||108 h|
Track : Attendance
This course will provide theoretical and practical overview of Neuromarketing and Consumer Neuroscience.
Neuromarketing is a cross-disciplinary field that studies how consumers’ brains respond to marketing, advertising messages, brands, products. Recent advances in brain science have been applied by neuromarketers to help marketers and market researchers find new answers to the age-old question: what drives consumers’ attitudes and behaviors? Therefore neuromarketing provides promising consumer insight tools that will be explored in this course.
- Define neuromarketing and neuromarketing techniques
- Discuss the interest and originality of the neuroscientific approach
- Choose the right neuromarketing method to answer an academic or managerial research question
- Compare the advantages and disadvantages of each neuromarketing method
- Create an eye tracking experiment
- Evaluate whether in a given case the use of neuromarketing could be insightful (or not)
The course follows a 3 full days seminar. Each day is dedicated to as a specific topic, and a focus on academic research that students will discuss in class.
j1: Introduction to consumer neuroscience and to experimental method
J2: Neuromarketing and eyetracking
J3: Brain imaging techniques and marketing applications
Marketing basics, consumer behavior basics
Ariely, D., & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature reviews neuroscience, 11(4), 284.
Droulers O. et al. (2017), The influence of threatening visual warnings on tobacco packaging: Measuring the impact of threat level, image size, and type of pack through psychophysiological and self-report methods, PLOS ONE, Vol. 12, N°1, e0184415.
Huddleston et al.. (2018). Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment. Journal of Retailing and Consumer Services, 43, 85-93.
Karmarkar, U. R. et Plassmann, H. Consumer Neuroscience: Past, Present, and Future. Organizational Research Methods, 2017, p. 1094428117730598.
Roullet et Droulers (2010) Neuromarketing – Le Marketing revisité par les neurosciences, Dunod
Such behaviors as...
... may lead to expulsion from classes.