Neuromarketing and Consumer Behavior

Catalog description

This course explores the intersection of neuroscience, psychology, and marketing to understand the subconscious drivers of consumer decision-making. Students will examine how the brain processes marketing stimuli, makes purchasing decisions, and forms brand preferences, often below the level of conscious awareness. Through the study of cognitive biases, emotional triggers, sensory marketing, and neurological responses, students will learn to design marketing strategies that align with how consumers actually think and behave rather than how they say they behave. The course integrates AI-powered consumer research tools, neuromarketing measurement techniques, and ethical frameworks for influencing consumer behavior responsibly. Students will apply neuromarketing principles to analyze real campaigns, predict consumer responses, and create marketing solutions that resonate with the subconscious mind while maintaining ethical standards and consumer trust.