Course aims:

Identifying the relevance of psychological models in marketing research
Understanding consumer psychology as a science
Presenting psychological theories applied in marketing
Critically analyzing the psychological theories underlying advertising campaigns
Designing and carrying out quantitative and qualitative research aimed at psychological factors involved in marketing and advertising

Course Entry Requirements:

N/A

Course contents:

Consumer Behavior Purchase and consumption decisions versus marketing strategies Analysis of the factors influencing consumer behavior The role of perception and learning in consumer behavior dynamics Motivation and its role in the dynamics of consumer behavior Dimensions of personality and their role in the dynamics of consumer behavior Lifestyle

Teaching methods:

Lecture, Discussions.

Learning outcomes:

Knowing the main models and theories of consumer behavior; Knowledge of the main factors and psychological mechanisms that influence consumers' evaluations and decisions; Forming analysis skills in the context of consumer behavior; The inclusion of psychosocial factors in the design, management and marketing strategies.

Learning outcomes verification and assessment criteria:

Written test examination - 75%, Verification during the semester (project) - 25%.

Recommended reading:

Alan Lewis (Ed), The Cambridge Handbook of Psychology and Economic Behaviour, Cambridge University Press, MA, 2008, xx.
Dichter, E., Consumer Psychology, In Encyclopedia of Psychology, Second Edition. Ray Corsini Ed, John Wiley & Sons, New York, 1994, xx.
Hamby, A, Brinberg, D. & Daniloski, K., Reflecting on the journey: Mechanisms in narrative persuasion, Journal of Consumer Psychology, 27, 1, 2017, 11-22.
Amaral, N. B. & Loken, B., Viewing usage of counterfeit luxury goods: Social identity and social hierarchy effects on dilution and enhancement of genuine luxury brands, Journal of Consumer Psychology, 26, 4, 2016, 483-495.
Huang, N., Burtch, G., Hong, Y. & Polman, E., Effects of multiple psychological distances on construal and consumer evaluation: A field study of online reviews, Journal of Consumer Psychology, 26, 4, 2016, 474-482.