Consumer Psychology and Neuromarketing (N1595)
15 credits, Level 6
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.
30%: Coursework (Professional log, Take away paper)
70%: Examination (Unseen examination)
Contact hours and workload
We’re currently reviewing contact hours for modules and will update with further information as soon as it is available.
This module is running in the academic year 2020/21. 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.
This module is offered on the following courses: