Consumer Behavior and Neuromarketing is an advanced elective that extends traditional consumer behavior theory into the science of how the brain and body respond to marketing stimuli. It is grounded in the view that consumption reflects both conscious reasoning and powerful nonconscious processes shaping human choice. The course integrates core consumer behavior concepts such as motivation, perception, attitudes, learning, personality, culture, and decision-making with neuromarketing approaches for a holistic understanding of consumers. Rooted in neuroscience, behavioral economics, and cognitive psychology, it examines how emotions, memory, attention, and sensory cues shape consumer preferences and introduces key tools such as EEG, fMRI, eye tracking, facial coding, and GSR, etc., along with ethical considerations.
- Faculty: Pramod Chandra