Consumer Psychology and Neuromarketing (N1595)

15 credits, Level 6

Spring teaching

The average consumer is an irrational one, unable to pinpoint the driving forces behind his or her behaviour. Often marketers are equally perplexed as to the kind of decision making that elicits emotional responses in some cases, but rational justification in others. This module focuses on the psychology of consumers with respect to learning, memory, emotion, and biases. It refers to new methods in neuromarketing to help shed some light into the inner workings of the brain. Techniques such as EEG, fMRI, eye tracking, and biometric measures will be discussed in the context of academic experimental design and industry applications.


67%: Lecture
33%: Seminar


100%: Coursework (Take away paper)

Contact hours and workload

This module is 150 hours of work. This breaks down into 33 hours of contact time and 117 hours of independent study.

This module is running in the academic year 2019/20. We also plan to offer it in future academic years. It may become unavailable due to staff availability, student demand or updates to our curriculum. We’ll make sure to let our applicants know of such changes to modules at the earliest opportunity.