The course "Practical Neuromarketing Research" offers a deep dive into the intersection of behavioral science and neuromarketing, equipping you with the tools and knowledge to influence consumer decisions effectively. You will explore key behavior change models, including the neurocognitive influence model, and gain hands-on experience with biometric and neuroimaging tools for data collection. As you develop your research protocols, you’ll learn to apply ethical guidelines to human subject research, ensuring compliance with university and federal standards. By analyzing real-world data, you'll gain practical insights into the mechanisms behind influence, persuasion, and counter-arguing.
Practical Neuromarketing Research
Practical Neuromarketing Research
This course is part of Neuromarketing Specialization
Instructors: Ian McCulloh
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Intermediate level
Recommended experience
19 hours to complete
3 weeks at 6 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
Learn classical models of behavior change and the neurocognitive influence model, along with their application in neuromarketing research.
Understand ethical standards for human subjects research, including certification to conduct experimentation in compliance with guidelines.
Develop experimental designs and research protocols, ensuring ethical considerations are integrated in neuromarketing studies.
Gain hands-on experience with biometric, neuroimaging, and psycho-physiological tools to collect and analyze data for behavioral insights.
Skills you'll gain
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Recently updated!
December 2024
Assessments
12 assignments
Taught in English
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This course is part of the Neuromarketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 5 modules in this course
This course explores models of behavior change, including classical theories and the neurocognitive influence model, with a focus on their application in neuromarketing research. Learners will learn ethical standards for human subjects research and develop research protocols that align with university and federal guidelines. The course also covers experimental design, data collection using biometric and neuroimaging tools, and the analysis of research data. Key skills in counter-arguing and its neural basis are explored within the context of influence theory. Hands-on experience in research analysis and protocol development will be emphasized throughout.
What's included
2 readings1 plugin
This module will introduce the science of influence and persuasion. Understand what drives peoples' behavior and the theory behind influence interventions. These concepts are somewhat counter-intuitive, yet necessary to effectively advance policies, lead teams, and counter the threats of mis and disinformation.
What's included
7 videos3 readings3 assignments1 plugin
This module will explore ethical considerations in human subjects research and neural marketing. You will obtain certification to conduct and support human subjects experimentation.
What's included
6 videos3 readings3 assignments
This module will learn to analyze data collected from a range of advanced tools, including biometric, psycho-physiological, and neuroimaging instruments.
What's included
5 videos2 readings3 assignments
In this module you will be introduced to a portion of a cross-cultural neuroscience experiment to understand neural synchrony/homophily among biased, opposing sectarian pairs of individuals working on a joint task together. This will introduce the capstone final project. The data was collected shortly after the fall of ISIS in Iraq as politics were at a contentious time. Due to funding re-prioritization, the collected data was never fully analyzed, so there are opportunities to discover new and interesting things and publish findings in academic publications. This is where the course gets really fun, interesting, and creative.
What's included
8 videos2 readings3 assignments1 ungraded lab
Instructors
Offered by
Recommended if you're interested in Psychology
University of Illinois Urbana-Champaign
University of Virginia Darden School Foundation
Emory University
University of Colorado System
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Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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