How do we make decisions on what to buy? How can it be that we are affected by brands when we choose products? Why do some people love brands and others develop pathological behavior such as “shopaholism”? This module offers a comprehensive introduction to the function of the brain and its mind and how this knowledge can improve our understanding of consumption behaviors.
The objectives of the module are to acquaint students with neuromarketing, and the causal mechanisms of consumption behaviors; the decision-making process, the learning process, memory and attitudes.
Thomas Z. Ramsoy, “Introduction to Neuromarketing and Consumer Neuroscience”, 2015, NeuronsInc, Denmark.
