Masterclass
 

Organizer:
 
In cooperation with:


Platinum sponsor:

Gold sponsor:

Sponsors:



















Download Sponsor Possibilities

All information about Sao Paulo:

Watch some video's of last year:









Buying intentions in supermarkets shown via
mobile EEG (Stephen Sands):


6 important stimuli in sales (Patrick Renvoise):


The future of Neuromarketing (Ale Smidts)

MASTERCLASS 
AGENDA 7 MARCH » 
AGENDA 8 MARCH »

6 March 2013 

10:00 - 17:00 - English only

Pre-conference Masterclass

“BRAIN OF THE CONSUMER”

by Leon Zurawicki, Professor at UMASS-Boston

(Author of Neuromarketing, Exploring the Brain of the Consumer)


All a marketer should know about the brain in 1 day!
  • How to really satisfy your customers?
  • What does it take to engage with your communication?
  • Understanding the consumer experience from a brain perspective

This masterclass will focus on consumer buying behavior and decision-making. 


Who should attend? 
This masterclass is open to marketers, advertisers and everyone that to learn more about the consumer behavior from a brain perspective. 

AGENDA

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

This masterclass will focus on consumer buying behavior and decision-making and is open to marketers, advertisers and everyone that to learn more about the consumer behavior from a brain perspective. The registration fee is 299 euro for a full day (taxes included), including coffee breaks and lunch. Register now!

MASTERCLASS 
AGENDA 7 MARCH » 
AGENDA 8 MARCH »

06/03 - Neuromarketing Masterclass

"All a marketer should know about the brain in 1 day! " 


07/03 Neuromarketing World Forum (1)

"The only international meeting where scientists, multinationals and neuromarketing industry really mingle!"

08/03 Neuromarketing World Forum (2)

"Better understanding the drive of my consumers is the most valuable learning experience!"