Teaching neuromarketing to fashion students: an application of Kirkpatrick’s model

The purpose of this study was twofold: identify potential topics of neuromarketing to advance fashion students’ understanding of marketing and consumer behaviour and evaluate how students’ experience and learning of neuromarketing topics. The paper describes the development and assessment of 13 learning modules in an online workshop on the topic of neuromarketing. A total of 92 students in 3 different fashion-merchandising courses completed the online workshop as part of their course requirements, and their learning outcomes were assessed based on Kirkpatrick’s model. This study determined that fashion students found learning neuromarketing to be helpful and enjoyable, and their understanding of fashion consumers was enhanced with new knowledge and ideas. The implications of this study address a broad range of neuromarketing topics that can be applied to fashion marketing and merchandising courses.