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By Way2k Way2k
Way2k 26 Sep 2012
IIM-A students to use neurology

A professional usually markets products by understanding consumer behaviour. Students of Indian Institute of Management Ahmedabad (IIM-A), however, will work on visualizing a dissected version of human brain and reading the responses from different parts of the brain to gain a better understanding of consumers decision making. In order to be able to market products in a more effective manner, students of IIM-A will learn to link neuroscience to consumer behaviour. The institute has introduced an elective course Neuroscience and Consumer Behaviour (NCB).
IIM-A students to use neurology

The new course will be taught by IIM-A faculty Arvind Sahay and managing director of Glaxo Smith Kline, Hasit Joshipura. The course has been designed to help students understand what happens in consumers brains when they are making decisions. Advancements in the fields of neuroscience and neuro-economics are now providing insights into how marketers should develop their marketing plans and implement them. The idea behind this course is to capitalize this emerging knowledge and apply it in the area of consumer behaviour and marketing. This is probably the first of its kind of course in the world, said Sahay.

As a part of the course, the students will be taught about functioning of the human brain and which parts of the brain are related to aspects of thinking and feelings such as greed, prediction, confidence, risk, fear, surprise, regret and happiness as well as their influence over a person’s decision making. Using this understanding, the course will develop student’s analytical skills, conceptual abilities and substantive knowledge in the field of consumer behaviour and marketing. The understanding of neuroscience is very important for marketing.

Until now, consumer behaviour tell, how consumers react differently to different stimuli. Neuroscience will add another dimension to this understanding by explaining, why they behave so. “This understanding will help marketers fine tune stimuli and extract right consumer responses”, said Sahay. The elective course has received a huge response from students, including foreign students who are studying at the institute. The faculties have, however, limited the number of seats to 30 as this is the first year of the elective course.

Courtesy: Times of India

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