Consumer Psychology
Informacje ogólne
Kod przedmiotu: | 2400-SZD-QPE-CP |
Kod Erasmus / ISCED: | (brak danych) / (brak danych) |
Nazwa przedmiotu: | Consumer Psychology |
Jednostka: | Wydział Nauk Ekonomicznych |
Grupy: |
Przedmioty WNE dla programu QPE w Międzydziedzinowej Szkole Doktorskiej (ZIP) |
Punkty ECTS i inne: |
(brak)
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Język prowadzenia: | angielski |
Skrócony opis: |
(tylko po angielsku) The main goal of the course is to understand psychological processes underlying consumer behavior, such as emotions, motivation, and cognitive processes. During the course consumer behavior will be analyzed from two perspectives: (a) psychological knowledge underlying consumer behavior (basic psychological processes, e.g. emotion, motivation, cognitive processes, etc.); (b) automatic and unconscious processes accompanying each stage of consumer decision-making processes. |
Pełny opis: |
(tylko po angielsku) 1. Changes in understanding consumer – from conscious to unconscious processes. Implicit and automatic processes in consumer behavior. 2. Difference between consumer behavior (science) and marketing research (practice). Research methods in scientific and practical consumer research. 3. How consumer perceives the world: smell, taste, hearing, touch (the role of unconscious processes). 4. Consumer attitudes vs. behavior – changes in understanding consumer attitudes, how to measure attitudes, influence of marketing communication on consumer attitudes and choices. 5. Emotions in consumer decisions and behavior – sources of consumer emotions (internal vs. external; situational vs. connected to brand, etc.). Emotional vs automatic processes. 6. The role of emotional brand image and sources of emotions connected to brand: positioning, brand image, target group. The role of psychology in target group definition. 7. Motivation – what motivates consumer to buy the product, different sources of consumer motivation, conscious vs. unconscious motives. Needs and values – segmentation analysis. 8. Marketing communication and advertising. Good and bad marketing communication. What makes advertisements effective (and what does it mean)? 9. What is responsible consumption? Fair Trade, green consumption, anti-consumption movements, etc. Corporate social responsibility (CSR) cause-related marketing (CRM). 10. Social marketing and social advertising – how we can use psychological knowledge to do „good marketing”? |
Literatura: |
(tylko po angielsku) 1. Aidar, L., Daniels, P. (2020). Critical review of voluntary simplicity: definitional inconsistencies, movement identity and direction for future research. The Social Science Journal. Published online August 10 2. de Ridder, D., Kroese, F., van Gestel Laurence (2021). Nudeability. Mapping conditions for susceptibility to nudge influence. 3. Deval, H., Cronley, M., Mantel, S., Kardes, F. (2016). Naïve theories in the marketing and consumption in consumer inference. In: C. Jansson-Boyd & M. Zawisza (Eds.). The International Handbook of Consumer Psychology. 4. Hoyer, W.D, MacInnis, D.J., Pieters, R. (2018) Consumer Behavior. 7th Edition. Cengage Learning 5. Spiteri – Cornish, L. (2018) The psychology of healthy eating. In: C. Jansson-Boyd & M. Zawisza (Eds.). The International Handbook of Consumer Psychology. Additional: 6. Amatulli, C., Peluso, A., Guido, G., Yoon, C. (2018) When Feeling Younger Depends on Others: The Effects of Social Cues on Older Consumers, Journal of Consumer Research, 45, 4, 691–709. 7. Becker-Olsen, K.L., Cudmore, B.A., Hill, R.P. (2006). The impact of perceived corporate social responsibility on consumer behaviour. Journal of Business Research, 59, 46-53. 8. Belk, R. (2016). The self in consumption. In: C. Jansson-Boyd & M. Zawisza (Eds.). The International Handbook of Consumer Psychology. 9. Braun, K.A., Ellis, R., Loftus, E.F. (2002). Make My Memory: How Advertising Can Change Our Memories of the Past. Psychology and Marketing, 19, 1 – 23. 10. Chartrand, T.L, Hubber, J., Shiv, B., Tanner, R.J. (2008). Nonconscious Goals and Consumer Choice. Journal of Consumer Research, 35, 189 – 201. 11. Csikszentmihalyi, M. (2000). The Costs and Benefits of Consuming. Journal of Consumer Research, 27, 267 – 272. 12. Fitzimons, G.M., Chartrand, T.L., Fitzimons, G.J. (2008). Automatic Effect of Brand Exposure on Automatic Behavior: How Apple Makes You “Feel Different”. Journal of Consumer Research, 35, 21 – 35. 13. Goor, D., Ordabayeva, N., Keinan, A., Crener, S. (2020). The Impostor Syndrome from Luxury Consumption, Journal of Consumer Research, 46, 6, 1031–1051 14. Gurel-Atay, E., Kahle, L.R., Minton, E.A. (2016). Sustainability and consumer psychology. In: C. Jansson-Boyd & M. Zawisza (Eds.). The International Handbook of Consumer Psychology. 15. Han, Y.J., Nunes, C.J., Dreze, X. (2010). Signaling Status with Luxury Goods: The Role of Brand Prominence. Journal of Marketing, 74, 14 – 30. 16. Jansson-Boyd, C., Marlow, N. (2016). The history of consumer psychology. In: C. Jansson-Boyd & M. Zawisza (Eds.). The International Handbook of Consumer Psychology. 17. Keller, K. (2021). The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration, Journal of Consumer Research, 48, 4, 527–540 18. Maison D. (2014). Values and Lifestyle Segmentation of Poles 55+ and It’ s Implications for Consumers’ Attitudes and Behaviour. Management and Business Administration. Central Europe. vol. 22, nr 4(127), 78-94 19. Maison, D., Pawłowska, B. (2017). Using the Facereader Method to Direct Emotional Reaction to Controversial Advertising Referring to Sexuality and Homosexuality. [in] K. Nermend & M. Łatuszyńska (eds.) Neuroeconomic and Behavioral Aspects of Decision Making. Springer Proceedings in Business and Economics. 20. Rocklage, M., Rucker, D., Nordgren, L. (2021). Emotionally Numb: Expertise Dulls Consumer Experience, Journal of Consumer Research, 48, 3, 355–373 21. Verplanken, B., Herabadi, A., Perry, J., A., Silvera, D., H. (2005). Consumer style and health: the role of impulsive buying in unhealthy eating. Psychology and Health, 429 – 441. |
Efekty uczenia się: |
(tylko po angielsku) After the course students will: (i) Demonstrate an in-depth knowledge of consumer psychology; (P8S_WG) (ii) Understand psychological mechanisms of consumption; (P8S_UW) (iii) Identify psychological processes underlying consumer behaviour. (P8S_WG) |
Metody i kryteria oceniania: |
(tylko po angielsku) The assessment of the course consists of a: 1. active participation in the course, 2. presentation on a given topic (based on the literature) + moderating the discussion, 3. research project – design of research project in the field of consumer psychology (in teams). |
Właścicielem praw autorskich jest Uniwersytet Warszawski, Wydział Nauk Ekonomicznych.