General information

Subject type: Mandatory

Coordinator: Judith Turrión Prats

Trimester: Third term

Credits: 4

Teaching staff: 

Jordi Bernal Fiego

Teaching languages

  • Catalan
  • Spanish

Es podran usar fonts d'informació en català, castellà o anglès


Basic skills
  • CB1. That students have demonstrated knowledge and understanding in a field of study that is based on general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects. involving knowledge from the forefront of their field of study.

  • CB5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • CE5. Apply a strong customer service orientation and handle communication techniques.

General competencies
  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • CG2. Be able to generate ideas and solve problems, both individually and collectively.

  • CG3. Be able to innovate by developing an open attitude to change and be willing to reevaluate old mental models that limit thinking.

  • CG4. Be able to integrate the values ​​of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Tourism and Leisure Management contribute to train citizens for a just, democratic society based on a culture of dialogue and peace.

Transversal competences
  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • CT2. Show willingness to learn about new cultures, experiment with new methodologies and encourage international exchange.

  • CT3. Formulate critical and well-argued reasoning, using precise terminology, specialized resources and documentation to support these arguments.

  • CT5. Master the main applications of computer tools and new technologies for ordinary academic activity.

  • CT6. Carry out tasks autonomously with the correct organization and timing of academic work.

  • CT7. Develop the ability to assess inequalities due to sex and gender to design solutions.


People make decisions constantly, and even if we are not aware of them, or do not want to acknowledge them, today it is known that most of our decisions are not rational. When people act as consumers, this lack of rationality is clearly reflected in our purchasing decisions.

Consumer Neuroscience (CN), often assimilated to the discipline of Neuromarketing, is a multidisciplinary science that attempts to deeply understand the reasons behind consumers' non-rational responses and decisions, in particular their neurological mechanisms. The NC particularly benefits from the contributions, made over the last 25 years, in disciplines such as cognitive psychology, behavioral economics (neuroeconomics) and neurophysiology.

The course proposes a clear, simple and understandable introduction to this interesting subject.


The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.



1. The Scientific Method

2. Historical background

3. The Brain

4. Toolbox: objective measurement systems

5. Senses and Perception

6. Attention and Awareness

7. Emotions and Feelings

8. Learning and Memory

9. Decision Making: desire, pleasure, decision

10. Pathological habits of consumption

11. Neurosegmentation. The gender effect

12. Experimental work models

13. Masterclass (Guest Experts)

14. Experimental Model Development (by teams)

Evaluation system

The final grade of the course will consist of the sum of different activities of continuous assessment:

a. Active participation. Case study and search for examples (30%)

b. Simple practical work consisting of the design of an experiment to evaluate decision-making (40%)

c. Final exam (30%)

To pass, in addition to an average equal to or greater than 5, you must have a 5 in the final exam. Only the final exam is retrievable.



Ramsøy, Thomas Z. Introduction to Neuromarketing and Consumer Neuroscience. Kindle Edition (Amazon), 2014

Kahneman, Daniel. Think fast, think slow. Debate, 2015 (Thinking fast and slow, Penguin books).

Thaler, Richard H. Misbehaving. Great Britain: Penguin Random House UK, 2015. ISBN 978-1-846. (Spanish version entitled "Everything I have learned with economic psychology")

Ariely, Dan. The traps of desire .: How to control the irrational impulses that lead us to error. Ariel, 2008. ISBN: 978-84-344-5367-8.


Sigman, Mariano. The secret life of the mind. Debate, 2015

Eagleman, David. Incognito. The secret lives of the brain. Anagram, 2011. ISBN: 978-84-339-6351-2

Eagleman, David. the brain Anagram, 2017