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CM A143 - Emotions, Advertising and Consumer Choice* *CLOSED FOR FURTHER ENROLMENT*

Faculty
Flemming Hansen, Sverre Riis Christensen m.fl
Course Coordinator
Flemming Hansen
Prerequisite/progression of the course
Analysis and consumer behavior
Course content, structure and teaching
Covers traditional communication, neuromarketing and relevant aspects of neurology. The course looks at contemporary neuromarketing approaches to communication and consumer behavior departing in traditional advertising and communication practices. It deals with communication effects, advertising budgeting and control. It gives an integrated presentation of attitude and behavior theory of consumer behavior focusing on the roles of emotions and with emphasize on contemporary neurological contributions.
The course's development of personal competences
  • To become able to read and understand contemporary readings in the borderland between marketing and neurology.
  • Have a critical view on the claim made for specific marketing tools
  • To work in a modern marketing organization with emphasize on communication problems.
Learning Objectives
At the end of the course the student should be able to:
  • Analyze communication problems in the light of the different theories introduced.
  • Be confident with the concepts, theories and methodologies introduced in the course.
  • Be able to analyze specific communication problems relevant for the material covered in class.
  • Understand the role of the brain in determining emotional responses.
Type of examination, exam aids and assessment
4 hour written exam
Recommended literature
  • Bagozzi, R.P., M. Gopinath & P.U.Nyer (1999): The role of emotions in marketing. Journal of the Academy of Marketing Science, Vol. 27. No. 2, pp. 184-206.
  • Bechara, A. & A.R. Damasio (2005): The Somatic Marker Hypothesis: A Neural Theory of Economic Decision Making. Games and Economic Behaviour. Vol. 52. Issue 2 August, pp. 336-372
  • Broadbent, S., J.Z. Spitter & K. Lynch (1997): Building better TV Schedules: New light from the single source. Journal of Advertising Research, Vol. 37 4, July-August.
  • DuPlessis, E. (2005): The Advertised Mind. Kogan Page
  • Hansen, Flemming & Sverre Riis Christensen (2007): Emotions, Advertising and Consumers Choice. CBS Press
  • Hubert, Mirja & Peter Kenning (2008): A current overview of consumer neuroscience. Journal of Consumer Behaviour, Vol. 7, Issue no. 4-5, pp. 272-292
  • Jones, J.P. (1997): What does effective frequency mean in 1997? Journal of Advertising Research, Vol. 37, No. 4, July-August
  • Palda, K.S. (1969): Economic analysis for marketing decisions. Englewood Cliffs, N.J. Prentice-Hall Inc.
  • Tellis, G.J. (2003): Effective Advertising – Understanding when, how, and why advertising works. Sage Publications.
  • Zajonc, R.B. & H. Markus (1985): Must all affect be mediated by cognition? Journal of Consumer Research, Vol. 12, No. 3, December 1985
Other
Students will be involved in practical tests in Senselab

Last updated by The Electives Office 04/02/2010