Consumer Psychology

Faculteit Economie en Bedrijfskunde
Jaar 2020/21
Vakcode EBM074A05
Vaknaam Consumer Psychology
Niveau(s) master, uitwisseling
Voertaal Engels
Periode semester I b (en semester II b)
ECTS 5
Rooster rooster

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)
(peer evaluation)
Vaksoort master
Coördinator dr. S.A.E.G. Albalooshi
Docent(en) dr. S.A.E.G. Albalooshi
Verplichte literatuur
Titel Auteur ISBN Prijs
A selection of empirical journal articles as recently published in top-tier journals in the field of consumer psychology Various
Consumer Behavior, 2nd edition, 2018, Oxford, Oxford University Press Szmigin, I., M. Piacentini 9780198786238 €  55,29
A selection of TED talks Leading scholars
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: room 5411-0334, e-mail b.wever@rug.nl, phone +31(0)50 363 7065
Opgenomen in
Opleiding Jaar Periode Type
Courses Exchange (MSc): semester 1.1 and 1.2 not open (due to corona measures)  (Courses Exchange Students (MSc) with limited access (sem 1.1 & 1.2 not open)) 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
Wordt meerdere malen per jaar aangeboden 1 semester I b keuze
Wordt meerdere malen per jaar aangeboden 1 semester II b keuze