Neuroscience and Consumer Behaviour
In the Consumer Neuroscience Lab neurophysiological and psychophysical processes which affect economic and psychological relationships are investigated. Research focuses on purchasing decisions, the perception of products and prices, as well as social cognitive processes such as the perception of attractiveness.
The Consumer Neuroscience Lab at the HFU Business School uses various biometric methods to analyse physiological reactions and behaviors. These methods enable a deeper understanding of how people process information, make decisions and react to different stimuli.
Here students have the opportunity to analyse the relationship between consumers and markets and contribute to the development of products and services that meet people's needs and expectations.
Purpose of lab and equipment available
The Consumer Neuroscience Lab, headed by Internal link opens in the same window:Prof. Dr. Kai-Markus Müller, offers a wide range of instruments:
- A psychophysics lab with a research-grade button box
- A research-grade EEG device from PsyPhy
- Biometric measuring devices such as GSR and pulse
- A research-grade eye tracker from Tobii
- Research software that enables quick familiarisation
In the HFU Business School, we offer studies and experiments that can be carried out as part of bachelor's theses, master's theses, research projects or other courses. The “Introduction to Biometric Measurements” elective also enables students to get to know the laboratory, in particular the electroencephalogram (EEG).
Outstanding student projects
- Cheerleader Effekt
- Dynamic Pricing in der Lebensmittelbranche
- Download file:Emotionalität von Hotelzimmern
