Neuro-Marketing and Emotional Engagement
This 2-day programme explores how neuroscience, psychology, and marketing come together to influence customer behaviour. Participants will gain insight into the emotional and subconscious factors behind consumer decision-making and learn how to apply neuromarketing principles to create stronger audience engagement in Singapore’s dynamic market.
Duration
2 Days
Instructor
Nada Dehni
Venue
Marina Bay Sands, Singapore
This engaging 2-day programme explores the link between neuroscience, psychology, and marketing, helping participants understand how emotions influence customer behaviour and decision-making. In Singapore’s competitive business environment, these insights can help brands connect more effectively with their audiences.
Through practical exercises, case studies, and real-world applications, participants will learn how to use sensory triggers, storytelling, and behavioural data to create marketing campaigns that resonate on an emotional level, strengthen engagement, and drive better results.
Course Syllabus
Introduction to Neuro-Marketing and Consumer Psychology
The science of how the brain processes marketing messages
Emotional vs. rational decision-making: understanding the balance
The role of the subconscious mind in brand perception
Case study: How top global brands use neuro-marketing insights
The Neuroscience of Emotion and Engagement
Exploring brain responses to emotional marketing
Understanding mirror neurons and empathy in consumer connection
The power of emotional storytelling in brand recall
Exercise: Mapping emotional touchpoints in your customer journey
Cognitive Biases and Behavioral Triggers
Key psychological biases that shape buying behavior (anchoring, framing, loss aversion, etc.)
Leveraging social proof and trust to influence customer decisions
Behavioral nudges: subtle ways to guide consumer choices
Workshop: Applying behavioral triggers to campaign design
Building Emotionally Intelligent Brands
The role of brand personality and tone in emotional engagement
Crafting messages that evoke joy, curiosity, and belonging
Avoiding emotional manipulation and building authentic trust
Group activity: Designing an “emotion map” for your brand
Sensory Marketing and Experience Design
How the five senses influence customer perception and loyalty
Using visuals, sound, and texture to create memorable brand moments
Exploring cross-sensory marketing experiences (e.g., retail and digital)
Case study: Multisensory marketing success stories
Storytelling and Emotional Framing in Campaigns
Structuring stories that activate emotional and neural responses
Using framing and sequencing to shape customer perception
Emotional arcs: guiding customers from awareness to advocacy
Exercise: Crafting a brand story using neuro-marketing principles
Data, AI, and Predictive Emotional Analytics
How AI tools are used to analyze emotional responses and consumer sentiment
Tracking engagement through eye-tracking, EEG, and facial coding
Using data insights to personalize emotional experiences at scale
Discussion: The ethics of emotion-driven marketing in the AI age
Designing Emotionally Engaging Campaigns
Integrating neuroscience and psychology into marketing strategy
Building campaigns that drive trust, memory, and action
Workshop: Create and present an emotionally intelligent campaign strategy
Peer feedback and group review
Key Learning Outcomes
- Understand the neuroscience behind consumer perception, memory, and decision-making.
- Identify emotional triggers that influence brand loyalty and purchasing behavior.
- Design emotionally engaging marketing messages that connect at both conscious and subconscious levels.
- Apply neuro-marketing tools and data insights to refine content and campaigns.
- Use sensory marketing and storytelling to enhance brand experiences.
- Build marketing strategies grounded in empathy, authenticity, and emotional resonance.
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