Marketing Topics: Psychophysiology Methods in Experimental Design

MAR524NFB Marketing Topics: Psychophysiology Methods in Experimental Design

  • Topics


    1)Anatomy and physiology: understanding sensory organs, central and peripheral nervous systems, and other physical elements related to psychophysiology experiments.

    2)Review of relevant research in psychology, neuroscience, marketing, etc.

    3)Basic methods for measuring peripheral and central nervous system responses (data acquisition and analysis).

    4)Practical issues and concerns with experiments of this type, running a lab, recruiting participants, publishing in this area, etc.

    5)Student contributions for learning. Each student will design a study using the methods learned during the week. Each student will informally present the study to the group to allow for discussion of how to improve the study, possible limitations, possible practical issues, and possible outcomes.



  • Teaching


    Intensive course in week 34 (Monday 22, Tuesday 23, Friday 26 at 0815-1200 and 1300-1700.



  • Requirements for course approval

    Requirements for course approval



  • Assessment


    50% Design and present (informally) a study in your preferred area using psychophysiology techniques.

    50% Essay exam.

  • Grading Scale

    Grading Scale

    Grading: Pass or fail.


  • Objective/course outline

    Objective/course outline

    At the end of this course students should be able to:

    1)Describe the nature of psychophysiology experiments in general and in marketing, in particular.

    2)Understand the basic research theory, methods, analysis, and outcomes associated with psychophysiology research.

    3)Be able to design an experiment using psychophysiology methods within their field of interest/expertise.


  • Computer tools

    Computer tools

    Computer with MS Powerpoint and projector.


  • Semester


    2011 Autumn.


  • Literature


    Pinel, John P.J. (with Maggie Edwards), A Colorful Introduction to The Anatomy of the Human Brain: A Brain and Psychology Coloring Book, 2nd Ed. Pearson Allyn and Bacon: 2008.


    Additional readings will be distributed via email to NHH.



ECTS Credits
Teaching language
Spring, Autumn

Course responsible

Professor Shannon Rinaldo, Texas Tech University.