Interactive Workshop Illustrates the Power of Neuromarketing

By Raissa Batakji

Students taking the neuromarketing course MKT 329 with Drs. Dunia Harajli and Rachelle Mouchantaf had the chance to apply their knowledge in an interactive workshop with Origin, a Lebanon-based advertising agency that specializes in neuromarketing. Attendees put on electroencephalography (EEG) headsets that monitor real-time brain activity when presented with marketing stimuli and learned to analyze its data. They engaged in a Q&A with the industry experts on the ethical considerations of these tools.