Jelle Demanet (Ph.D.)
Professor at the Department of Experimental Psychology of Ghent University
During his PhD and post-doctoral fellowship he used neuroscientific imaging techniques and behavioral experiments to investigate how decisions are influenced by outside awareness, which resulted in several scientific publications. Recently, together with the market research company Profacts, he is investigating how these methods can be used to understand and predict consumer decisions in realistic situations.
The masterclass will consist of three chapters:
- Theoretical introduction about the way the brains of costumers process information. We will focus on the notorious distinction of the fast, emotional (System 1) and the slow, rational (System 2) system proposed by Nobel prize winner Daniel Kahneman. We will illustrate with concrete examples and applications how these two systems impact every day decisions and emotions.
- We will give an extensive overview of the various methodologies that can be used in neuromarketing. Next to brain imaging (such as fMRI and EEG) and physiological measures (such as eye tracking and galvanic skin response), we will focus on innovative, much more accessible methodologies, such as online behavioral tasks (e.g. pricing research, brand research, packaging tests, etc.).
- During a hands-on session participants will have the opportunity to experience and test several of these innovative techniques.