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.

Teaching and assessment

We’re currently reviewing teaching and assessment of our modules in light of the COVID-19 situation. We’ll publish the latest information as soon as possible.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

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.