NeuroRelay

Neuromarketing Science & Business Association organizes a neuromarketing masterclass called “Brain of the Consumer”. This introduction to neuromarketing will be offered in English language only by Leon Zurawicki, Professor at UMASS-Boston, author of the book Neuromarketing: Exploring the Brain of the Consumer (2010, published by Springer) as his main interest is the application of neuroscience to the study of consumer behavior. The event will take place on the 6th of March 2013 (10 am until 5 pm) in Sao Paulo, Brazil. Agenda includes:

• Brain areas and their functions (Central and peripheral nervous system. Evolution of the brain over lifetime of an individual. Synapses, neural networks and their role in memory, learning and well-being)
•  Technology for the neuroscientific research (Facial expressions, Startle probes, latency measurement, lesion studies, EEG, MEG, Transcranial Magnetic Stimulation, PET, fMRI, eye tracking)
• Theory of emotions (Coordination of various perceptions and their reinforcement. Multimodal  perception. Illusions and misperceptions.
•  What does it mean to feel a “need” and to satisfy it? (Responding to stimuli. The role of the reward mechanism. Neurobiology of love—extension to objects and brands)
•  Rational vs. emotional side of buying behavior (Investing effort in making an analysis and taking a decision. Dealing with risk (with application to health care). Status quo and loss aversion – practical consequences. Reversal of preference. Temporal discounting. How behavioral economics and neuroscience converge)
•  Consumer experience (How people remember experiences? Forming of attitudes and preferences. Prospection—imagining future consumption)
• Wrap up: Implications of the advances in neuroscience for marketing and advertisement

The fee for this event is 299 euro and you can register here.

So if you will be in Sao Paolo at the beginning of March, this is a great opportunity to learn more about neuromarketing!