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Master neurophysiological marketing & communication
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Module 9
Measuring the Unconscious Consumer
1
Understanding Consumer Response Measurement Categories
Differentiate between the three main categories of consumer response measurement: self-report, behavioral, and physiological.
Eye-Tracking Fundamentals: Metrics and Visual Attention
Describe the basic principles of eye-tracking and what metrics like heatmaps and gaze paths reveal about visual attention.
3
Understanding FACS: Measuring Emotions Objectively
Explain the concept of Facial Action Coding System (FACS) as a method for objectively measuring emotional expression.
4
EEG for Cognitive Load and Engagement
Describe the function of Electroencephalography (EEG) in measuring cognitive load and engagement.
5
Measuring Emotional Arousal with GSR
Explain how Galvanic Skin Response (GSR) is used to measure emotional arousal.
6
Evaluating Neuromarketing Tools
Critique the strengths and limitations of a given neuromarketing measurement tool for a specific marketing question.
Previous module
Psychology of Packaging and Retail Environments
Next module
Synthesizing and Applying Neuromarketing