Why Neuroscience is Needed in Marketing Now: Free Seminar Series 'Applying Neuroscience and Behavioral Economics to Marketing Vol.1-3' on May 14, 20, 26
Creek & River Co., Ltd. will host a free online seminar series in May titled 'Applying Neuroscience and Behavioral Economics to Marketing Vol.1-3'. The seminars aim to help participants learn how to utilize insights from neuroscience and behavioral economics to address the diversification of consumer behavior in marketing.
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Creek & River Co., Ltd. (C&R Co.) will hold a series of three free online seminars starting May 14 (Thursday), targeting individuals who wish to understand the insights of neuroscience and behavioral economics and learn about marketing based on the characteristics of human cognition and behavior.
▼Details and Application Here
"[Vol.1] What is Neuroscience Marketing? Understanding the Brain's Reward System and Applying it to Marketing"
https://www.creativevillage.ne.jp/category/crv_event/173518/
*Deadline: May 14, 2026 (Thursday) 20:00
"[Vol.2] Application of Behavioral Economics - Designing Nudges that Move Intuition (System 1)"
https://www.creativevillage.ne.jp/category/crv_event/173521/
*Deadline: May 20, 2026 (Wednesday) 20:00
"[Vol.3] Practice of Gamification - Mechanisms that Create Immersion and 'Psychological Rewards'"
https://www.creativevillage.ne.jp/category/crv_event/173526/
*Deadline: May 26, 2026 (Tuesday) 20:00
In recent years, as consumer behavior has diversified, it has become clear that 'unconscious decision-making,' which cannot be fully captured by traditional surveys or customer interviews, significantly impacts marketing outcomes.
This series (3 parts in total) will clearly explain why neuroscience is now required in the marketing field.
By deeply understanding consumer decision-making processes and effective reward system design from the perspectives of behavioral economics and neuroscience, the seminars are structured to provide hints for dramatically enhancing the quality of marketing measures and creative output.
■ May 14 (Thursday) Vol.1 What is Neuroscience Marketing? Understanding the Brain's Reward System and Applying it to Marketing
・Why is 'neuroscience' necessary for marketing now? (Limitations of surveys and unconscious decision-making)
・Reward prediction error and brain neurotransmitters such as dopamine
・Mechanisms of habituation (getting used to something)
・Designing reward systems learned from slot machines, etc.
■ May 20 (Wednesday) Vol.2 Application of Behavioral Economics - Designing Nudges that Move Intuition (System 1)
・Understanding Dual Process Theory (how humans use 'intuition' and 'deliberation')
・Prospect theory and major psychological biases
・Loss aversion: the mechanism of decision-making where 'the pain of loss is about twice as strong as the joy of gain'
・Practical application of representative psychological biases (What biases directly connect to daily measures?)
・Designing measures utilizing Nudges (creating mechanisms that 'gently push' behavior)
■ May 26 (Tuesday) Vol.3 Practice of Gamification - Mechanisms that Create Immersion and 'Psychological Rewards'
・Important elements of game design (intuitive design, feedback, growth potential, narrative, community)
・Motivation based on Self-Determination Theory (autonomy, competence, relatedness).
・Gamification examples and analysis (designing 'feedback loops' seen in Duolingo and Nike+)
＜Recommended for those who＞
・Want to know more about human behavioral characteristics and apply them to marketing and solving social issues
・Feel the limitations of scattershot measures like coupon distribution
・Are struggling to find concrete hooks to promote behavioral change within the company or among customers
・Want to add psychological backing to UI/UX design to enhance persuasiveness to clients and superiors
・Want to use the latest neuromarketing and gamification as practical tools, not just buzzwords
Applying Neuroscience and Behavioral Economics to Marketing
[Vol.1] What is Neuroscience Marketing? Understanding the Brain's Reward System and Applying it to Marketing
[Vol.2] Application of Behavioral Economics - Designing Nudges that Move Intuition (System 1)
[Vol.3] Practice of Gamification - Mechanisms that Create Immersion and 'Psychological Rewards'
■ Date and Time
[Vol.1] May 14, 2026 (Thursday) 19:00 - 20:00
[Vol.2] May 20, 2026 (Wednesday) 19:00 - 20:00
[Vol.3] May 26, 2026 (Tuesday) 19:00 - 20:00
■ Location
Online event
■ Speaker
SME Consultant and IT Strategist
Tadashi Nihei
Mr. Nihei has handled over 300 research and consulting projects related to marketing and new business development at Mitsubishi Research Institute. He has also been involved in market forecasting for new businesses in the ICT domain, analyzing business environments such as legal systems related to open source and electromagnetic records, and researching management and organization related to innovation. Subsequently, at the Mitsubishi Marketing Study Group, he...
▼Details and Application Here
"[Vol.1] What is Neuroscience Marketing? Understanding the Brain's Reward System and Applying it to Marketing"
https://www.creativevillage.ne.jp/category/crv_event/173518/
*Deadline: May 14, 2026 (Thursday) 20:00
"[Vol.2] Application of Behavioral Economics - Designing Nudges that Move Intuition (System 1)"
https://www.creativevillage.ne.jp/category/crv_event/173521/
*Deadline: May 20, 2026 (Wednesday) 20:00
"[Vol.3] Practice of Gamification - Mechanisms that Create Immersion and 'Psychological Rewards'"
https://www.creativevillage.ne.jp/category/crv_event/173526/
*Deadline: May 26, 2026 (Tuesday) 20:00
In recent years, as consumer behavior has diversified, it has become clear that 'unconscious decision-making,' which cannot be fully captured by traditional surveys or customer interviews, significantly impacts marketing outcomes.
This series (3 parts in total) will clearly explain why neuroscience is now required in the marketing field.
By deeply understanding consumer decision-making processes and effective reward system design from the perspectives of behavioral economics and neuroscience, the seminars are structured to provide hints for dramatically enhancing the quality of marketing measures and creative output.
■ May 14 (Thursday) Vol.1 What is Neuroscience Marketing? Understanding the Brain's Reward System and Applying it to Marketing
・Why is 'neuroscience' necessary for marketing now? (Limitations of surveys and unconscious decision-making)
・Reward prediction error and brain neurotransmitters such as dopamine
・Mechanisms of habituation (getting used to something)
・Designing reward systems learned from slot machines, etc.
■ May 20 (Wednesday) Vol.2 Application of Behavioral Economics - Designing Nudges that Move Intuition (System 1)
・Understanding Dual Process Theory (how humans use 'intuition' and 'deliberation')
・Prospect theory and major psychological biases
・Loss aversion: the mechanism of decision-making where 'the pain of loss is about twice as strong as the joy of gain'
・Practical application of representative psychological biases (What biases directly connect to daily measures?)
・Designing measures utilizing Nudges (creating mechanisms that 'gently push' behavior)
■ May 26 (Tuesday) Vol.3 Practice of Gamification - Mechanisms that Create Immersion and 'Psychological Rewards'
・Important elements of game design (intuitive design, feedback, growth potential, narrative, community)
・Motivation based on Self-Determination Theory (autonomy, competence, relatedness).
・Gamification examples and analysis (designing 'feedback loops' seen in Duolingo and Nike+)
＜Recommended for those who＞
・Want to know more about human behavioral characteristics and apply them to marketing and solving social issues
・Feel the limitations of scattershot measures like coupon distribution
・Are struggling to find concrete hooks to promote behavioral change within the company or among customers
・Want to add psychological backing to UI/UX design to enhance persuasiveness to clients and superiors
・Want to use the latest neuromarketing and gamification as practical tools, not just buzzwords
Applying Neuroscience and Behavioral Economics to Marketing
[Vol.1] What is Neuroscience Marketing? Understanding the Brain's Reward System and Applying it to Marketing
[Vol.2] Application of Behavioral Economics - Designing Nudges that Move Intuition (System 1)
[Vol.3] Practice of Gamification - Mechanisms that Create Immersion and 'Psychological Rewards'
■ Date and Time
[Vol.1] May 14, 2026 (Thursday) 19:00 - 20:00
[Vol.2] May 20, 2026 (Wednesday) 19:00 - 20:00
[Vol.3] May 26, 2026 (Tuesday) 19:00 - 20:00
■ Location
Online event
■ Speaker
SME Consultant and IT Strategist
Tadashi Nihei
Mr. Nihei has handled over 300 research and consulting projects related to marketing and new business development at Mitsubishi Research Institute. He has also been involved in market forecasting for new businesses in the ICT domain, analyzing business environments such as legal systems related to open source and electromagnetic records, and researching management and organization related to innovation. Subsequently, at the Mitsubishi Marketing Study Group, he...