The Neurocentric View on Consumers of Cotton: An Application of Consumer Neuroscience

Date
2016-11-08
Authors
Lee, Seung-Eun
VanderPloeg, Alyson
Strifler, Jennise
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The purpose of this project was to provide students opportunities to recognize and identify the new knowledge of consumer neuroscience, which offers a different perspective that could contribute to a deeper understanding of consumers of cotton. Consumer neuroscience refers to the study of the neural conditions and processes underlying consumption, their psychological meaning, and their behavioral consequences. The online certificate workshop was developed on the topic of the "Neurocentric View on Consumers of Cotton: An Application of Consumer Neuroscience." The thirteen interactive learning modules included various aspects of consumer neuroscience related to cotton consumption, such as neuroaesthetics (neural aspects of perception of beauty), neuroeconomics (neural aspects of consumer decision making), and neuromarketing (neural aspects of consumer responses to marketing stimuli). Due to the inherent complexity of neuroscience knowledge, the focus of content development was on explaining the various aspects of consumer neuroscience in layman's terms and applying those terms to a cotton-consumption context in anecdotal form. Each learning module also included a multiple-choice quiz to assess student comprehension of the content.

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