This course is entirely dedicated to the experimental approach, which involves manipulating marketing variables (e.g., related to the product or other elements of the marketing mix) while controlling for external factors. The objective of this approach is to establish clear cause-and-effect relationships between these variables and consumer responses (e.g., emotions, beliefs, or behaviors). This method is therefore highly valuable for understanding and optimizing the causal impact of marketing concepts and guiding marketing decisions. The course aims to foster a mindset focused on cause-and-effect phenomena across various applications in marketing. After introducing the fundamental principles of the experimental method, the course emphasizes illustrations and critical analyses of various experimental studies in consumer research.
The second major theme of the course, Neuromarketing, explores the “automaticity” of consumer reactions to marketing concepts and influence strategies. Advancements in cognitive (neuro)sciences highlight that consumer perceptions and behaviors (regarding a product, brand, or idea) stem not only from controlled, conscious processes but also from automatic mechanisms that occur without deliberate intention or awareness, particularly under certain conditions. Recognizing this automatic level is essential for better understanding and predicting consumer responses, which are shaped by numerous factors. Using theoretical models and insights from cognitive neuroscience, this course examines the automaticity of consumer reactions and explores how these less conscious responses can be measured. Such insights can be highly useful for guiding marketing decisions and optimizing marketing concepts (e.g., the selection and implementation of a product, advertising, or point-of-sale strategy).
In summary, the course delves into the impact of influencing factors – both how consumer reactions are shaped by these factors and the methodological approaches required to study them effectively.
- Leraar: Pleyers Gordy