Consumer Neuroscience: What Science Can Really Offer Neuromarketing

UCL neuroscientists will provide a comprehensive overview of consumer neuroscience with the aim of separating the hype from its true potential.

You'll look at:

• functional neuroanatomy and basic principles of brain organisation
• key neuromarketing tools including magnetic resonance imaging (MRI), electroencephalography (EEG), eye tracking, and transcranial magnetic stimulation (TMS)
• the unique capabilities and important limitations of these methods, plus practical examples of their application
• important consumer neuroscience research in marketing, pricing, branding and product design to highlight areas of future potential

In addition, you'll get to participate in an MRI scanner session in UCL’s state-of-the-art facilities.You'll feel the magnetic field for yourself and experience the latest technology as a volunteer from your group has their brain scanned. The course team will cover some brain basics and will then provide a personalised tour of the volunteer's brain scan.