Week 1:

• Neuromarketing vs Consumer Neuroscience
  • Commercial vs Academic
  • Multidisciplinary ie Economics, Psychology and Neuroscience
• Neuroscience vs Neurology
• Cognitive(Mental) or Affective(Emotional) Neuroscience
• Traditional Market Research is conscious behaviour
• Unconscious behaviour can be measured using Neuromarketing & Consumer Neuroscience
• Stages
  • Representation and Attention
  • Predicted Value
  • Experienced Value
  • Remembered Value
  • Learning of brand associations
  • Brand Memory
• Brain Areas
  • Gyrus, Sulcii and Fissures
  • Cerebellum engaged in motor control, emotional responses and cognitive functions
  • Lobes
    • Occipital lobe engaged in visual input
    • Temporal lobe engaged in object recognition, object and episodic memory and hearing and language
    • Parietal lobe engaged in self awareness, spatial movement and dorsal stream function
    • Frontal lobe engaged in working memory, preferences, decision making, motor behaviour
  • Dorsoletral Prefrontal Cortex is involved in working memory
  • Anterior Singular Cortex
  • Medial and Lateral Orbitofrontal Cortex
  • Pons
  • Mid Brain
  • Basal Ganglia
  • Thalamus
  • Olfactory Bulb
  • Insula
  • Hippocampus
  • Amygdala
• How we make choices ?
  • Showing product made activations in nucleus aaccumbens/ventral striatum part of basal ganglia
  • Showing price made activations in insula an emotional area in brain. Stronger the activate the less the chance of purchase
  • At the time of making choice, activations happened in medial prefrontal cortex
• Conscious Gambling vs Unconscious Learning
  • Nucleus Accumbens was engaged here
• fMRI
  • BOLD Signal ie Blood Oxygen-Level Dependent Signal
  • Haemodynamic Response
  • Regional Initial Dip then overshoot then undershoot and then stabalization
  • Indirect measure of brain activation
  • Resting State task
• PET Scan
  • Dopamine, Seratonine and Glucose act in presence of radioactive ligand

Week 2:

• Consumer choices driven by two main processes
  • Unconscious quick and dirty valuation of immediate options
  • Conscious experience of making a choice
• Conscious Perception and Experience
• Episodic Memory - memory for conscious events
• Sublimial Learning
• Unconscious Vestibular Signals
• Binocular Rivalry
• Inattention Blindness
• Global Workspace Theory
• Conscious vs Unconscious Events
• Contexts and Goal Contexts
• Waking consciousness is apparently needed for forward spread of sensory activation to occur
• Neural Dawinist Models
• Selective Attention
• Unconscious Egocentric and Allocentric Cellular Maps
• Contralateral neglect

• Parietal cortex is involved in the first-person perspective

• Attention and Consciousness
  • Automatic attention
  • Controlled attention
  • Conscious Experience
  • Selection process
  • Attention is limited
  • Bottom up vs top down attention
  • Bottom up
    • Automatically grab attention (contrast, density, movement, brightness, color, shape)
    • Thalamus receives the signal projects to primary visual cortex
    • Bottom up attention also called visual saliency
    • Neurovision
  • Top down
    • Prefrontal and parietal part are involved
    • Intentional Attention which is cognitively driven
  • Consciousness is a state or an experience
    • Purpose, challenging situations
  • Unconscious during deep sleep
    • Autopilot mode
  • Brain consumes almost 20% of body energy
  • Brands can imbue value unconsciously and drive attention
  • Much of actions taken as a consumer is unconscious
• Behaviour economics
• Incorrect assumptions with Intercept
  • Asking the correct questions
  • Customer purchase was based on a conscious decision
  • Customer’s capability to justify their purchase
• Neurovision
  • Visual Saliency meaning a heat map which is not so scattered
  • Fog map reverse of heat map
• Consciousness is expensive in terms of energy needs amd autopilot behaviour makes sense
• Under stress or when we have less time to make decision, visual saliency has a lot to say about

Week 3:

• Five Sections of Brain
  • Occipital: Visual processing
  • Parietal: Attention, Self Awareness
  • Temporal: Language, Memory and Visual Perception
  • Frontal: Motor Control, Planning, Preference and Working Memory
  • Insular: Emotions
• Other important brain structures
  • Basal Ganglia: Putanum, Caudate Nucleus, Ventral Stratum
  • Medial Temporal Lobe Structures - Hippocampus, Parietal Cortex, Amygdala
  • Cingulate Cortex: Anterior and Posterior
• Concepts of how brain works
  • Redundancy: Function performed by two or more identical regions
  • Degeneracy: Function performed by two or more dissimilar regions
  • Pluripotentiality: One structure can take on many roles
• Blind spot experiment
• Brain fills in meaning even when there is an incomplete visual scene
• Dorsal and ventral stream of brain
  • Ventral stream from primary visual cortex to temporal cortex contain info about identity of objects
  • Dorsal stream is all about navigation
• Branding
  • Odour
  • Touch
  • Sound
• Sensory Neuromarketing
  • Sensory Load chart
  • Effect of scents on brand memory or brand recall
• Sensory Load Chart
• iMotions
  • Eye tracking
  • Pupiliometry
  • Distance to screens
  • Blinks
  • Attentional Blink
  • EEG
  • Galvanic Skin Response
  • EMT
  • Muscle Contractions
  • Heart Rate