Consumer Psychology

Uitgebreide vaknaam	Consumer Psychology
Leerdoelen	Upon completion of the course the student is able to: 1). Understand and describe the current trends in scientific research on consumer motivations and cognitive capacities; 2). Apply findings and theories in consumer psychology when analyzing a marketing strategy for a product or service; 3). Critically evaluate theories and research methodologies in scientific publications in the field of consumer psychology; 4). Independently evaluate the internal validity of behavioral experiments conducted in the consumer psychology literature and suggest feasible improvements.
Omschrijving	Whether it concerns the design of advertisements, store design or loyalty programs, all marketing strategies are built on assumptions about consumer psychology. This course aims to provide students with a better understanding of the motives and cognitive capacities that determine consumers’ behavior. An array of (social) psychological theories and findings will be discussed, as well as their relevance in understanding and predicting consumer behavior. Course topics include, amongst others, (un-)consious processes, self-regulation, emotions and well-being, and social influence. The course consists of lectures (given by the course coordinator and other experts in consumer psychology), as well as group assignments in which students apply findings and theories from consumer psychology to specific marketing issues.
Uren per week	3
Onderwijsvorm	-hoorcollege ,  -werkcollege
Toetsvorm	-groepsopdracht,  -schriftelijk tentamen (open en mc vragen)
Vaksoort	master
Coördinator	dr. J.W. Bolderdijk
Docent(en)	dr. J.W. Bolderdijk
Verplichte literatuur	Titel Auteur ISBN Prijs A selection of TED talks Leading scholars A selection of empirical journal articles as recently published in top-tier journals in the field of consumer psychology Various
Entreevoorwaarden	This course is not open to MSc Psychology students due to too much overlap.
Opmerkingen	Dr Albalooshi is the coordinator f this course in halfsemester 1.2 (phone +31 (0)50 363 33648). Dr Bolderdijk is coordinator in halfsemester 2.2. Any questions regarding this course should be directed to course lecturers. Please note that, in semester 1.2, this course is only for students from the MSc Marketing. In 2.2 also non-marketing students can participate, including a max of 10 Exchange Students. Secretary Marketing (B. Wever): room 5411-0334, e-mail marketing.education@rug.nl, phone +31(0)50 363 7065
Opgenomen in	Opleiding Jaar Periode Type Courses Exchange (MSc)  (Courses Exchange Students (MSc) with limited access) 1 semester II b keuze MSc BA - Change Management  (keuzevakken MSc BA Change Management) 1 semester II b keuze MSc BA - Management Accounting and Control/MAC  (keuzevakken MSc BA MAC) 1 semester II b keuze MSc BA - Small Business & Entrepreneurship/SB&E  (keuzevakken MSc BA SB&E) 1 semester II b keuze MSc International Business & Management/IB&M  (keuzevakken B MSc IB&M) 1 semester II b keuze MSc Marketing  (basisprogramma Marketing Management) 1 semester I b verplicht