Neuromarketing

About

The course introduces students to the interdisciplinary field of neuromarketing. Students will examine consumer’s cognitive and emotional responses to marketing by using insights and methods from consumer psychology and neuroscience.

Course leader

Prof. Rumen Pozharliev rpozharliec@luiss.it

Target group

Bachelor's degree students

Course aim

The course primarily focuses on the consumer as an individual as well as on the way social context and other social variables can influence consumer behavior. The underlying theme of the program is that purchasing behavior is largely driven by processes that occur outside a consumer’s conscious awareness. By understanding these unconscious processes, marketers can predict consumer behavior more accurately.

Fee info