Consumer Psychology

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
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 the theories and research methodologies in scientific publications in the field of consumer psychology.
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 gecombineerde hoor-/werkcolleges, zelfstudie
Toetsvorm opdracht(en), schriftelijk tentamen
(peer evaluation)
Vaksoort master
Coördinator dr. J. Wan
Docent(en) dr. J.W. Bolderdijk ,dr. J. Wan
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
A selection of TED talks Leading scholars
Consumer Behavior, 2015, Oxford, Oxford University Press Szmigin, I., M. Piacentini 9780199646449 €  55,29
Entreevoorwaarden
Opmerkingen Dr Jing Wan is the coordinator of this course in halfsemester 1.2 (phone +31 (0)50 363 2802). Dr Jan Willem Bolderdijk is coordinator in halfsemester 2.2.
Any questions regarding this course should be directed to consumerpsychology@rug.nl; e-mails addressed elsewhere may not be answered.
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 marketing.education@rug.nl, phone +31(0)50 363 7065
Opgenomen in
Opleiding Jaar Periode Type
Courses open to Exchange Students (MSc)  (Courses open to Exchange Students (MSc) with limited access) 1 semester II b keuze
DD MSc Marketing-Intelligence - Münster University, Münster (2-jarig)  (basisprogramma voor studenten uit Münster) 2 semester I b verplicht
DD MSc Marketing-Intelligence – BI, Oslo (2-jarig)  (basisprogramma voor studenten uit Oslo) 2 semester I b verplicht
MSc BA - Change Management  (keuzevakken MSc BA Change Management) 1 semester II b keuze
MSc BA - Organizational & Management Control/O&MC  (keuzevakken MSc BA O&MC) 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 Intelligence) 1 semester I b verplicht
MSc Marketing  (basisprogramma Marketing Management) 1 semester I b verplicht