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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.
CE5. Apply a strong customer service orientation and handle communication techniques.
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.
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.
Getting the student to understand the basics of NC.
Understand the scientific nature of NC's work methodology.
Come to propose and carry out simple experiments to evaluate the rational / non-rational decision-making of consumption in different areas.
Understand the external and internal factors that influence decision making, particularly purchasing decisions.
MD1. Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject.
MD3. Presentations: Multimedia formats that support face-to-face classes
MD5. Participatory class: Study of real cases.
MD6. Debates and forums: Face-to-face or online conversations, according to the objectives that the teacher responsible for the subject pursues. The debates have a start and end date and are energized by the teacher
MD10. experimental: Development and experimentation of hypotheses to study simple decisions in consumers. Teamwork.
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)
Apart from the individual work of study and research of examples that each student has to do, a very important part of the result of the subject will be supported in the realization of a team work of experimental type, that will allow to apply and check the essential concepts of the subject.
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.
Eagleman, David. Incognito. The secret lives of the brain. Anagram, 2011. ISBN: 978-84-339-6351-2
Eagleman, David. the brain Anagram, 2017
Sigman, Mariano. The secret life of the mind. Debate, 2015