消费者神经科学与神经营销学导论

An Introduction to Consumer Neuroscience & Neuromarketing

课程主要从多学科的角度研究消费者神经科学与神经营销学跨学科,以及人类大脑的基本概念、消费者心理的基本原理及其研究过程,如何利用对消费者心理的解析理解消费行为的商业和社会意义。

哥本哈根商学院

Coursera

经济

简单(初级)

8 小时

课程概况

课程主要从多学科的角度研究消费者神经科学与神经营销学跨学科,以及人类大脑的基本概念、消费者心理的基本原理及其研究过程,如何利用对消费者心理的解析理解消费行为的商业和社会意义。

作为消费者,我们如何作出决策?我们关注什么,如何通过人们的初始反应预测最终选择?这类过程往往无意识而且无法在公开报告中体现,那么已经到了什么程度?课程将带大家了解消费者神经科学和神经营销学这个新兴学科的基本方法与含义,消费者做出选择时大脑的基本运作机制,以及如何了解这方面的最新信息;同时,课程对神经科学在商业领域当前和今后的应用情况进行了概述。

How do we make decisions as consumers? What do we pay attention to, and how do our initial responses predict our final choices? To what extent are these processes unconscious and cannot be reflected in overt reports? This course will provide you with an introduction to some of the most basic methods in the emerging fields of consumer neuroscience and neuromarketing. You will learn about the methods employed and what they mean. You will learn about the basic brain mechanisms in consumer choice, and how to stay updated on these topics. The course will give an overview of the current and future uses of neuroscience in business.

你将学到什么

你可以了解人类决策的基本知识,以及在决策过程中大脑的作用

课程有助于学生进一步研究如何从学术和商业的角度将经济学、心理学和神经科学的三角测量法应用于对消费行为和沟通效果的分析

更深入理解当今社会如何影响消费者的大脑,无论是从营销层面还是某些反常情况

引导大家就企业和社会是否可以或应该利用这些发现影响消费者行为展开讨论。

课程大纲

周1
完成时间为 4 小时
What is Neuromarketing all About?
We first need to define the field – what are the key concepts, what are the key methods and reasons for employing neuroscience to study consumers and communication effects? In this module, we will introduce the topic and how some specific studies provide key insights into what neuroscience has to offer in relationship with more traditional methods.
4 个视频 (总计 30 分钟), 2 个阅读材料, 1 个测验

周2
完成时间为 5 小时
Attention & Consciousness
In the second module of this course we are turning to the functions of the brain, and we will first focus on attention and consciousness. This
module will focus on some key concepts in attention and consciousness.
4 个视频 (总计 68 分钟), 1 个阅读材料, 1 个测验

周3
完成时间为 4 小时
Sensory Neuromarketing
In this module we will have contents filled on the topic of sensory neuromarketing. How are our senses affected differently as consumers? What can you do to organise your communications to better use all the senses? How does the brain actually use the senses? What tools do we have for assessing the use of senses, and how they affect consumers?
5 个视频 (总计 65 分钟), 1 个阅读材料, 1 个测验

周4
完成时间为 5 小时
Emotions & Feelings, Wanting & Liking
In this module, everything is about emotions and feelings, and the relationship between emotions and preference. As we will see, our minds have a dual side: a conscious and an unconscious response and motivation, which are crucial to understanding consumer preference and choice. Indeed, unconscious emotional responses may turn out to be driving consumer choice to the same - or even larger - degree than conscious feelings. Are conscious feelings a mere after-the-fact rationalization upon conscious choice?
4 个视频 (总计 76 分钟), 1 个阅读材料, 1 个测验

周5
完成时间为 4 小时
Learning & Memory
This module will focus on Learning & Memory. We will determine not only that there are multiple kinds of memory, but that they also serve multiple purposes. If anything, learning is the vehicle we need to understand the most in consumer behaviour. What causes memory, and can we be affected unconsciously by our memories? How can we measure memory effects, and what is the relationship between brand equity and the brain? This module, we also have an interview with Prof. Richard Silberstein, who shares his view on neuromarketing and consumer neuroscience. Prof. Silberstein is the Founder and chairman of the neuromarketing company Neuro-Insight (http://www.neuro-insight.com/).
3 个视频 (总计 87 分钟), 1 个阅读材料, 1 个测验

周6
完成时间为 5 小时
Neuroethics and Consumer Aberrations
This module, we will focus on both the ethics of neuromarketing, as well as aberrant consumer behaviours. We see that consumer choice can sometimes become the centre focus on a person's life, be it pathological gambling, "shopaholism" or digital dependencies. This module, we will focus on some of these issues, and combine them with the ethical aspects that we face when talking neuro. This module we also end off with two interviews: one with Prof. Jan Trzaskowksi at the CBS, who is working on marketing and the law, where we discuss what the ethical and legal aspects of neuromarketing is. As you will see, Jan has a very particular take on this that I am sure you will find interesting. Our second interview is with Carl Marci, who is the Co-Founder and Chief Science Officer of Innerscope Research (http://innerscoperesearch.com/) on his background and their take on neuromarketing and consumer neuroscience.

预备知识

无需相关背景,欢迎大家踊跃参加!
“消费者神经科学与神经营销学导论”属于初级课程,如果同学们希望更深入了解相关内容或已经具备医学、市场营销、心理学或其他相关背景,我们会补充一些阅读资料,每周发布一次。

参考资料

Although the lectures and weekly contents are designed to be self-contained, we recommend (but do not require) that students refer to the book "Introduction to Neuromarketing & Consumer Neuroscience" (soon out as print book), which was written specifically for this course.
We also recommend "Neuromarketing for Dummies".
And finally we recommend the freely available "Selected Readings in Consumer Neuroscience & Neuromarketing – 2nd edition"

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