This module will focus on Learning & Memory. We will determine not only that there are multiple kinds of memory, but that they also serve multiple purposes. If anything, learning is the vehicle we need to understand the most in consumer behaviour. What causes memory, and can we be affected unconsciously by our memories? How can we measure memory effects, and what is the relationship between brand equity and the brain? This module, we also have an interview with Prof. Richard Silberstein, who shares his view on neuromarketing and consumer neuroscience. Prof. Silberstein is the Founder and chairman of the neuromarketing company Neuro-Insight (http://www.neuro-insight.com/).

This module, we will focus on both the ethics of neuromarketing, as well as aberrant consumer behaviours. We see that consumer choice can sometimes become the centre focus on a person's life, be it pathological gambling, "shopaholism" or digital dependencies. This module, we will focus on some of these issues, and combine them with the ethical aspects that we face when talking neuro. This module we also end off with two interviews: one with Prof. Jan Trzaskowksi at the CBS, who is working on marketing and the law, where we discuss what the ethical and legal aspects of neuromarketing is. As you will see, Jan has a very particular take on this that I am sure you will find interesting. Our second interview is with Carl Marci, who is the Co-Founder and Chief Science Officer of Innerscope Research (http://innerscoperesearch.com/) on his background and their take on neuromarketing and consumer neuroscience.