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Università degli Studi di Parma Università degli Studi di Parma
University of Parma
Course catalogue
Università degli Studi di Parma
course catalogue

NEUROSHOPPING
cod. 1006009

Academic year 2014/15
1° year of course - Second semester
Professor
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Field
Aziendale
Type of training activity
Characterising
63 hours
of face-to-face activities
9 credits
hub: PARMA
course unit
in - - -
lectures timetable unavailable
exam calls
Print

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.

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

Full programme

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Bibliography

Lugli G, Neuroshopping, APOGEO 2010

Lugli G., Troppa scelta, APOGEO 2012

Lugli G. , Emotion Tracking, APOGEO 2014

Teaching methods

Traditional lecture

Assessment methods and criteria

Oral examination

Other information

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