神经营销学工具箱

The Neuromarketing Toolbox

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哥本哈根商学院
Coursera
  • 完成时间大约为 13 个小时
  • 初级
  • 英语
注:本课程由Coursera和Linkshare共同提供,因开课平台的各种因素变化,以上开课日期仅供参考

课程概况

Doing marketing research by asking people has been a common method and does still have advantages. On the other hand, if you want insights into the non-conscious interpretations of a consumer’s decision, then you need other research tools in your research toolbox. Neuromarketing makes use of such an extended toolbox, containing both technical equipment and ways of doing experimental research. The goal for this course is to give you an overview of this fast developing toolbox ranging from simple web-camera, to eye-tracking, and to complicated brain-scanners. The course guides you through a contemporary literature review, giving you insights into the last decades of development within this field of research.

课程大纲

Week 1: Introduction to Neuromarketing

This week will give you an overview of the different measurement tools within neuromarketing.

Week 2: Eye-Tracking

Eye-tracking measures visual attention and in this week you will get to know when and how the technique can be applied to research on visual perception.

Week 3: Arousal & Emotions 1

In this week you will get to understanding arousal as the fundament of human behavior, and how it can be measured.

Week 4: Arousal & Emotions 2

In this week you will learn about the specific techniques to measure arousal and emotional responses.

Week 5: Introduction to the Brain

This week gives an introducing the human brain. It is your guide to brain regions and their respective functions.

Week 6: Brain Scanning

In this week you will learn about the specific brain-scanning techniques and their related forces and drawbacks.

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