Course Description

How are psychological theories reflected in consumers’ everyday decisions? What factors influence attention, preferences, and purchasing behavior? This course introduces students to the fascinating field of consumer psychology, exploring how psychological principles shape the way individuals perceive, evaluate, and choose products, services, and experiences.
Students will examine how theories and findings from psychology are applied in consumer research and marketing practice. Topics include perception, attention, motivation, emotions, decision-making, cognitive biases, persuasion, pricing strategies, advertising, visual communication, and consumer experience design. The course has a strong empirical focus and uses real-world examples, case studies, and contemporary marketing practices to illustrate key concepts. By the end of the course, students will develop a deeper understanding of the psychological mechanisms underlying consumer behavior and become more critical and informed consumers themselves.

Learning Objectives

• Explain key psychological theories and concepts relevant to consumer behavior.
• Identify and analyze common psychological tactics used in marketing and consumer communications.
• Critically evaluate the role of psychological processes and cognitive biases in consumer decision-making.
• Develop simple conceptual models of consumer behavior and formulate basic research questions and hypotheses.
• Compare consumer psychology theories and practices across different cultural contexts.
• Apply consumer psychology concepts to real-world marketing and consumer behavior cases.