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Understand how the brain influences purchasing decisions, explore the cognitive biases that drive consumption, and apply the principles of neuroscience to generate more significant results in your business.
9 módulos
Online
The ESEG's continuing education course in Consumer Neuroscience reveals how the human mind processes information and makes purchasing decisions, connecting neuroscience, psychology, and marketing in a practical and accessible way. You will learn how the brain reacts to consumer stimuli, how cognitive biases influence choices, and how to apply this knowledge to develop more effective business strategies.
Taught by a neuropsychologist specializing in consumer behavior, this course combines scientific fundamentals with practical applications in consulting and management. By the end, you will be able to use your neuroscience knowledge to make more informed decisions and create marketing and communication campaigns with a greater impact on your target audience.
Neuromarketing and the neuroscience of consumption are transforming how companies understand and influence their audience. Brands that incorporate neuroscientific insights into their communication strategies, product design, and customer experience gain a real competitive advantage in the market.
Professionals with knowledge in neuroscience applied to consumer behavior are increasingly in demand in areas such as marketing, market research, UX design, consulting, retail, and advertising. Understanding how the brain makes decisions is key to creating more effective campaigns, more desirable products, and shopping experiences that build customer loyalty.
An introduction to brain function and the main structures involved in decision-making. How emotions, memory, and attention influence consumer behavior.
Discover the main technologies used in consumer neuroscience research: EEG, eye-tracking, biofeedback, and neuroimaging. How these tools reveal unconscious consumer responses.
The intersection between neuroscience and marketing. How the brain processes brands, products, prices, and shopping experiences. Fundamentals of neuromarketing applied to business.
Discover the main cognitive biases that influence consumer choices: anchoring, loss aversion, framing effect, and other mental shortcuts that impact purchasing decisions.
How subtle nudges can ethically and effectively influence behavior. Practical applications of nudges in marketing, retail, UX, and responsible consumption policies.
The role of emotions in purchasing decisions. How brands create emotional connections with their consumers and how emotional design influences perceived value and loyalty.
How the senses (sight, hearing, smell, touch, and taste) influence the consumer experience. Sensory marketing techniques applied to the point of sale, packaging, and digital environments.
Analysis of real-world cases of companies that have applied consumer neuroscience to their strategies. Practical examples of how major brands use neuroscientific insights to increase results.
Ethical limits in applying neuroscience to consumer behavior. How to use knowledge about the brain responsibly, respecting consumer autonomy and ethical marketing principles.
12x of R$ 69.76
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Who we are
At ESEG College, we train professionals prepared for the real challenges of the market.
We combine a solid academic foundation, applied practice, and connections with companies to transform knowledge into a successful career.
We work from initial training to ongoing professional development, always focusing on innovation, employability, and human growth.
Testimonials
What they say about us
“I’ve been an entrepreneur for years, but I’ve always struggled to communicate the essence of my business. With the practical lessons and inspiring examples from the course, I gained a new perspective on how to tell stories to connect emotionally with my clients.”
Helena Martins
São Paulo
“I am a psychology student and I decided to complement my education with this course. I was impressed by the applicability of the information in both professional and personal contexts. I learned so much about the cognitive processes involved in purchasing decisions and now I can even better understand my own choices.”
Lucas Oliveira
Curitiba
“"Despite it being a complex topic, the professor managed to make it easy to understand. I learned data analysis techniques that I never imagined I could master, and now I feel prepared to face any challenge in the world of statistics."”
Laura Lima
Mato Grosso
“"The practical applications I learned in this course are already making a difference in my work with Excel. A great experience!"”
Roberto Nunes
São Paulo
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Bachelor's degree in
Neuroscience of Consumption
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Monthly fee of Neuroscience of Consumption
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*Prices valid for enrollment in the second semester of 2026.
You can get a discount based on your performance in one of the ESEG College selection processes.
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