課程信息

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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.

學生職業成果

34%

完成這些課程後已開始新的職業生涯

25%

通過此課程獲得實實在在的工作福利

12%

加薪或升職

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

初級

完成時間大約為26 小時

英語（English）

字幕：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 中文（簡體）, 意大利語, 越南語, 韓語, 德語（German）, 俄語（Russian）, 土耳其語（Turkish）, 英語（English）, 西班牙語（Spanish）

您將獲得的技能

Consumer BehaviourMarketingConsumer NeuroscienceNeuromarketing

學生職業成果

34%

完成這些課程後已開始新的職業生涯

25%

通過此課程獲得實實在在的工作福利

12%

加薪或升職

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

初級

完成時間大約為26 小時

英語（English）

字幕：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 中文（簡體）, 意大利語, 越南語, 韓語, 德語（German）, 俄語（Russian）, 土耳其語（Turkish）, 英語（English）, 西班牙語（Spanish）

講師

授課教師評分

4.79/5 （371 個評分）

Thomas Zoëga Ramsøy

PhD in Neurobiology, Certified Neuropsychologist & Assistant Professor in Marketing & Neuroscience

Head of the Center for Decision Neuroscience, Department of Marketing at Copenhagen Business School, and Head of Danish Research Centre for Magnetic Resonance at Copenhagen University Hospital Hvidovre

96,399 個學生

1 門課程

教學大綱 - 您將從這門課程中學到什麼

內容評分96%（8,659 個評分）

週

1

週 1

完成時間為 4 小時

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.

完成時間為 4 小時

4 個視頻（總計 30 分鐘）, 2 個閱讀材料, 1 個測驗

4 個視頻

Introduction to this Course6分鐘

An Overview of the Brain7分鐘

Case: Knutson et al + Pessiglione et al, method = fMRI11分鐘

PET and MR Scanners4分鐘

2 個閱讀材料

Main Course Readings10分鐘

Module 1 - What is Neuromarketing all About?3 小時 10 分

1 個練習

What is Neuromarketing all About?10分鐘

週

2

週 2

完成時間為 5 小時

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.

完成時間為 5 小時

4 個視頻（總計 68 分鐘）, 1 個閱讀材料, 1 個測驗

4 個視頻

Attention & Consciousness17分鐘

Interview with Kyle Nel24分鐘

Tools - Neurovision14分鐘

Studies & Methods - Attention & Consciousness11分鐘

1 個閱讀材料

Module 2 - Attention & Consciousness.3 小時 15 分

1 個練習

Attention & Consciousness10分鐘

週

3

週 3

完成時間為 4 小時

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?

完成時間為 4 小時

5 個視頻（總計 65 分鐘）, 1 個閱讀材料, 1 個測驗

5 個視頻

Sensory Neuromarketing13分鐘

Studies & Methods - Sensory Load Chart9分鐘

iMotions - Interview with Peter Hartzbech15分鐘

Interview with Per Møller part 119分鐘

Interview with Per Møller part 27分鐘

1 個閱讀材料

Module 3 - Sensory Neuromarketing2 小時 30 分

1 個練習

Sensory Neuromarketing30分鐘

週

4

週 4

完成時間為 5 小時

Emotions & Feelings, Wanting & Liking

In this module, everything is about emotions and feelings, and the relationship between emotions and preference.

完成時間為 5 小時

4 個視頻（總計 76 分鐘）, 1 個閱讀材料, 1 個測驗

4 個視頻

Emotions & Feelings, Wanting & Liking11分鐘

Case: Kirk et al + Ramsøy EEG, metode = EEG20分鐘

Interview with Steve Genco34分鐘

EEG method9分鐘

1 個閱讀材料

Module 4 - Emotions & Feelings, Wanting & Liking3 小時 20 分

1 個練習

Emotions & Feelings, Wanting & Liking10分鐘

週

5

週 5

完成時間為 4 小時

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?

完成時間為 4 小時

3 個視頻（總計 87 分鐘）, 1 個閱讀材料, 1 個測驗

3 個視頻

Learning & Memory13分鐘

Case: McClure et al + , metode = eye-tracking + memory test16分鐘

Interview with Richard Silberstein56分鐘

1 個閱讀材料

Module 5 - Learning & Memory2 小時 45 分

1 個練習

Learning & Memory10分鐘

週

6

週 6

完成時間為 4 小時

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.

完成時間為 4 小時

4 個視頻（總計 82 分鐘）, 1 個閱讀材料, 1 個測驗

4 個視頻

Neuroethics and Consumer Aberrations4分鐘

Interview with Jan Trzaskowksi30分鐘

Interview with Carl Marci42分鐘

Is Neuromarketing Unethical?4分鐘

1 個閱讀材料

Module 6 - Neuroethics and Consumer Aberrations1 小時 30 分

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消费者神经科学与神经营销学导论