CONSUMER PSYCHOLOGY

Building on a general understanding of marketing, this course develops a useful, conceptual understanding of psychological theories relevant to the study of consumer behaviour. We start with an overview of the scope of consumer psychology and its relationship to marketing but also public policy making. Subsequently, we will focus on cognitive and affective processes that drive consumer behaviour. Once an understanding of the basic psychological processes has been gained we will look at various factors that are able to influence these processes. Particular attention is paid to how marketing practice influences consumer perception, evaluation, and behaviour. Throughout the module real world hands-on exercises will facilitate understanding and transferability of contents.