This course provides a comprehensive introduction to the fast-growing field of consumer neurosciences. The course is designed to allow professionals of varied backgrounds to learn and apply persuasion theories based on groundbreaking brain discoveries. The course first discusses the pros and cons of popular theoretical frameworks that have been used for decades to explain and predict the effect of ads, PSA and propaganda. Then, students will learn how new research modalities like eye tracking, EEG, GSR (skin conductance) and fMRI are used to produce brain-based insights that can help assess marketing messages, social advocacy campaigns, advertising communication, as well as public health campaigns through completely new lenses.