Psychology of Communication and Marketing

The Course will address the following topics: 1) the brain bases of higher functions (attention, perception, emotion, learning, memory, decision-making processes associated with risks and benefits); 3 CFU 2) brain imaging in Man; 3) use of game theory to investigate brain activity during social interactions related to the evaluation of risks and benefits; 4) use of brain imaging methodologies (with particular reference to quantitative electroencephalographic techniques and magnetic resonance imaging) to evaluate the impact of commercials on human brain activity; 1 CFU 3) experimental designs in Neuroeconomy and Neuromarketing for the study of effects of commercials on attention, memory and emotions; 4) experimental designs in Neuroeconomy and Neuromarketing for the study of effects of political information on voters' choices. 1 CFU.

knowledge of brain anatomy

The teacher delivers lectures with traditional methods with audiovisual aids and scheduling of lessons as reported on GOMP Aure/Orari system, published on the website Slides and notes from the lessons. Selected papers published on main neuroscience journals commented

The teacher delivers lectures with traditional methods with audiovisual aids and scheduling of lessons as reported on GOMP Aure/Orari system, published on the website. The lessons of the Neuroeconomics and neuromarketing course are held in person and telematic mode on Thursdays from 11 to 13.30 and on Fridays from 11 to 13.30. Link for lessons unless otherwise specified on elearning: https://uniroma1.zoom.us/j/7128261193

not compulsory

To successfully complete the course the student must get a score not less than 18/30. Student must demonstrate to get a sufficient knowledge of the argument described in the program and be able to put such knowledge in the framework of the entire course of study. The written test consists of a series of questions with closed answers and a couple of questions with open answers on the topics of the course.

The teacher delivers lectures with traditional methods with audiovisual aids and scheduling of lessons as reported on GOMP Aure/Orari system, published on the website. The lessons of the Neuroeconomics and neuromarketing course are held in person and telematic mode on Thursdays from 11 to 13.30 and on Fridays from 11 to 13.30. Link for lessons unless otherwise specified on elearning: https://uniroma1.zoom.us/j/7128261193

Core Program The Course will address the following topics: 1) the brain bases of higher functions (attention, perception, emotion, learning, memory, decision-making processes associated with risks and benefits); 2) brain imaging in Man; 3) use of game theory to investigate brain activity during social interactions related to the evaluation of risks and benefits; 4) use of brain imaging methodologies (with particular reference to quantitative electroencephalographic techniques and magnetic resonance imaging) to evaluate the impact of commercials on human brain activity; 5) experimental designs in Neuroeconomy and Neuromarketing for the study of effects of commercials on attention, memory and emotions; 6) experimental designs in Neuroeconomy and Neuromarketing for the study of effects of political information on voters' choices. At the end of the Course, students will have to be able to describe main cerebral circuits and neurophysiological and regulating mechanisms of the autonomic nervous system underpinning attention, perception, learning-memorization, and decision-making of visual stimuli with emotional contents. Furthermore, they will have to be able to describe the main experimental designs and the use of brain imaging methods (in particular, nuclear magnetic resonance and quantitative electroencephalography) for the evaluation of the impact of commercials and political communications on brain activity and experience of experimental subjects. The success of the Course will be revealed by the ability to design simple Neuroeconomics and Neuromarketing experiments for assessing the impact of commercials on human brain activity

Basic knowledge of biochemistry, biophysics, biology, histology and anatomy of the human nervous system

Michael S. Gazzaniga, Richard B. Ivry, George R. Mangun. Neuroscienze cognitive. Editore: Zanichelli, 2015.

The teaching of General Physiology consists of lectures with the students, with eventually some specific seminars. The lessons are all interactive, so the teacher stimulates the students with questions to which they, by virtue of the courses already followed, can give an answer. This allows the teacher to highlight the links between the current course and some previous courses, whose notions play a key role in the understanding of what is presented in the class. The continuous remanding to concepts of other courses must get the student to study the proposed subject not only with the aim of passing the final exam, but wants to highlight a multidisciplinary study, to which the student has to be educated and that is absolutely required for a master's degree student, now almost at the end of his training. The student will find on the e-learning platform teaching material (exam program, recommended texts, links) useful for the preparation of the exam. It is understood that all material is a guide to the exam topics, but they can never absolutely replace the recommended texts.

Attendance of the course is optional but recommended.

The evaluation methods of the Teaching are characterized by exam sessions set in the scheduled sessions (2 for each session, plus some extraordinary appeals). The exam consists of a written task with both multiple-choice and open-ended questions on the topics of the Teaching, followed by a clarification on the evaluation criteria at the request of the student or student. The exam aims to certify the student's knowledge of the neural basis of cognitive and affective functions, with references to the cellular and molecular mechanisms underlying the action of drugs. The topics presented must be treated with proper language. The elements examined for evaluation purposes are listed below: (1) the knowledge of the subject in all the areas included in the teaching program; (2) the use of a proper language; (3) the ability to reasoning; (4) the logical articulation of the wording; and (5) the integration of skills demonstrated in the response to exam questions. The written nature of the task will allow correcting the individual evaluation of the student’s elaborate according to "item analysis" techniques. This procedure will allow not to penalize areas of the answer that will be insufficient in most of the students involved a certain exam appeal. Furthermore, the evaluation of the single student will be conducted comparatively, to guarantee equanimity and recognize the individual merits in the allocation of grades. To pass the exam with the smallest grade (18/30), a knowledge of the homeostatic objectives and the basic neural correlate of cognitive of affective function being evaluated is required. To achieve a score of 24/30, 27/30 and 30/30 cum laude, the student must prove that he/she has got, respectively, a good, particularly good, and excellent integrated knowledge of the neural basis of cognitive and affective function subject to the examination evaluation. In the evaluation process, we will also consider (1) the ability of the student to manage the time agreed to supply the answers in a concise but exhaustive manner and (2) link the key concepts in a logical and coherent way from the behavioral and cellular level to the molecular one.

The teaching of General Physiology consists of lectures with the students, with eventually some specific seminars. The lessons are all interactive, so the teacher stimulates the students with questions to which they, by virtue of the courses already followed, can give an answer. This allows the teacher to highlight the links between the current course and some previous courses, whose notions play a key role in the understanding of what is presented in the class. The continuous remanding to concepts of other courses must get the student to study the proposed subject not only with the aim of passing the final exam, but wants to highlight a multidisciplinary study, to which the student has to be educated and that is absolutely required for a master's degree student, now almost at the end of his training. The student will find on the e-learning platform teaching material (exam program, recommended texts, links) useful for the preparation of the exam. It is understood that all material is a guide to the exam topics, but they can never absolutely replace the recommended texts.