Learning objectives
This course aim at improving students knowledge about consumer behaviour through a cross fertilisation of marketing with psychology and neuroscience. In particular , students will learn the advantage of integrating traditional marketing research with fMRI, EEG and Affective computing , that show our cognitive and emotional response to firm policies.Choice architecture and communication to emotional mind are also dealt with in order to show
how to manage our habit to eat frequently high caloric food in excessive quantity.
Prerequisites
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Course unit content
NEUROSHOPPING
Why and how we buy
Cognitive buying
Emotional buying
Cognitive and emozional buying
Buying to satisfy needs and wishes
Branding in farmaceutical
How to cluster clients according to their mind
Neuropricing
CHOICE OVERLOAD
Choice overload consequences
Choice overload determinants
How we choose
Actual choice overload management
Future choice overload management
EMOTIONS TRACKING
Economic relevance of emotions
How to measure emotions
How to discover lies in interviews
How to forecast success probability of a new product
How to track emotions in advertising
How to measure prime efficacy in advertising
NOURISHMENT MARKETING
Neuroscience and nourishment marketing
Nourishment marketing in the Government perspective
Nourishment marketing in the brand manufacturer perspective
Nourishment marketing in the Distributor perspective
Mistakes in Nourishment communication to cognitive mind
How to communicate through nutritional label
Choice architecture in order to push choice toward light product
How to use social media in order to tackle obesty
Full programme
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Bibliography
Lugli G, Neuroshopping, APOGEO 2010
Lugli G., Troppa scelta, APOGEO 2012
Lugli G. , Emotion Tracking, APOGEO 2014
Lugli G., Cibo, salute e business, EGEA 2015
Teaching methods
Traditional lecture
Assessment methods and criteria
Oral examination
Other information
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