Course Catalog


Brain of the Consumer

Advances in medical technology during the last 15 years have made it possible to study with a far greater accuracy the neural bases of feeling, thinking, decision-making and behaving. The progress in neuroscience has implications for the analysis of buyers decisions and conduct. The objective of the course is to introduce students to the most recent observations explaining how consumers act in response to personal and situational factors as manifested through neurobiological reactions. Understanding whether and why people act in not-co-rational ways as theoretically assumed is very important for developing a realistic perspective on various marketing phenomena. After reviewing existing psycho-sociological concepts as they have been typically presented in marketing textbooks, and adopting the approach of grounded theory, we will discuss findings from neuroscience that help explain individual and family consumption decisions.

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