VSFS:NA_PsyCB Psychology of Consumer Behavio - Course Information

NA_PsyCB Psychology of Consumer Behavior

Extent and Intensity

2/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Jiří Šnajdar (seminar tutor)
Květoslava Dolejšová (assistant)

Guaranteed by

Ing. Jiří Šnajdar
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: PhDr. Karel Eliáš, CSc.

Timetable of Seminar Groups

NA_PsyCB/pMCPH: Tue 8:45–9:29 S11, Tue 9:30–10:15 S11, J. Šnajdar

Prerequisites

There are no prerequisites for this course

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

At the end of the course students should be able to understand and explain marketing theory and explaining of basic ideas, definition of forms and contents of customer´s behaviour. To introduce to students factors influencing origin and process of customer´s behaviour, individual progress of decision processes. Understanding of role salesperson and customer in shopping situation, use of methods of market research in analysis of shopping situation.

Syllabus

• 1. Psychology of market and customer´s behaviour
• 2. Typology of consumer´s personality
• 3. Motivation structure of customer
• 4. Dynamics of changes in customer´s behaviour
• 5. Object and methods of market psychology
• 6. Behaviour and cognitive psychology
• 7. Human behaviour, customer´s behaviour
• 8. Typology of customer´s personality and market segmentation
• 9. Customer´s behaviour and its connection with decision process
• 10. Behaviour as result of specific situation
• 11. Personal characteristics of customer
• 12. Factor of goods characteristic
• 13. Role of outer social influence
• 14. Consumable situation
• 15. Analyse of salesperson´s role
• 16. Analyse of customer´s role
• 17. Different forms of shopping situation
• 18. Factors of shopping situation : salesperson, customer and offer
• 19. Individual fusion of shopping conversation
• 20. Methods of analysis of customer´s behaviour

Literature

required literature
• GRAVES, Philip. Consumerology : The Truth About Consumers and the Psychology of Shopping. Nicholas Bearley Publishing, 2013, 288 p. ISBN 978-185-7885-767

recommended literature
• CLOSE, Angeline. Online consumer behavior: theory and research in social media, advertising, and e-tail. New York: Routledge, 2012, xxxiii, 366 p. ISBN 978-184-8729-698
• HASTIE, Reid a Robyn M DAWES. Rational choice in an uncertain world: the psychology of judgment and decision making. 2nd ed. Los Angeles: SAGE, c2010, xii, 374 p. ISBN 9781848729698
• LYNN R. KAHLE, R.Chris Riley a Robyn M DAWES. Sports Marketing And the Psychology of Marketing Communication: the psychology of judgment and decision making. 2nd ed. Mahwah, NJ: Lawrence Erlbaum Assoc Inc, 2005, xii, 374 p. ISBN 08-058-5790-7

Teaching methods

Classes will be held on the basis of interactive lectures, in which the theory will be supplemented by practical examples, analyzing and interpreting scientific articles from foreign periodicals, as well as an emphasis on the presentation of results of business cases. Students will not only learn a foreign language and technical terminology, but also demonstrate the ability of its use.The lessons will have a lecturing part (theory, new knowledge including practical examples) and a practical part (reading economical/business articles and their brief interpretation to ensure understanding the expert text, it’s interpretation and possibly to defend the standpoint).

Assessment methods

oral examination

Language of instruction

English

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: b0.
Information on the extent and intensity of the course: 8 hodin KS/semestr.

• Enrolment Statistics (Summer 2013, recent)
  
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