N_PsyZC Customer Behavior Psychology

University of Finance and Administration
Summer 2017
Extent and Intensity
2/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Tereza Vacínová, Ph.D. (seminar tutor)
Guaranteed by
PhDr. Tereza Vacínová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
N_PsyZC/pMPH: Mon 10:30–11:14 S32, Mon 11:15–12:00 S32, T. Vacínová
N_PsyZC/uMPH: Tue 21. 2. 15:45–17:15 S11, 17:30–19:00 S11, Tue 7. 3. 15:45–17:15 S11, 17:30–19:00 S11, T. Vacínová
N_PsyZC/vMMO: Fri 10. 2. 14:00–15:30 M15, 15:45–17:15 M15, Fri 24. 2. 14:00–15:30 M15, 15:45–17:15 M15, T. Vacínová
N_PsyZC/vMPH: Sat 18. 2. 8:00–9:30 S32, 9:45–11:15 S32, Fri 3. 3. 15:45–17:15 S23, 17:30–19:00 S23, T. Vacínová
Prerequisites
There are no prerequisites for this course
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Study discipline of psychology, consumer behavior develops basic skills and knowledge of general psychology and is designed as a practical extension of the marketing practice. It leads students to a systematic conception of consumers in a wider context. Seeks understanding of the causes and consequences of behavior and actions of customers in the context of personality psychology. At the same time gives an insight into the transformation of the role and needs of consumers and customers in the transformation of society and its development, especially in the 20th and 21st centuries. Objectives: - Acquire, organize and use in practice the concepts in the field of personality psychology in marketing practice, - Understand the importance of understanding the human psyche for successful marketing communication. - Acquire the skill to interpret selected situations and problems of customer behavior in terms of psychology and draw conclusions for marketing practice, - Alone to study, broaden and deepen their knowledge from different fields of psychology.
Syllabus
  • 1. Basic information. Commissioning of the study, literature and other sources. Subject development and market psychology. Development trends of the industry. The economic behavior of consumers, producers and retailers. Social context of market sectors and socio-psychological aspects of the market. Definition and scope of shopping behavior. Second shopping behavior as an interdisciplinary discipline. Psychological mechanisms making purchasing decisions. Model shopping behavior. Shopping and consumer habits, point of sale, purchase conditions. Third market segmentation. Psychological aspects of target groups. Effective targeting of market segments. 4. Personality and shopping behavior. The diversity of customers and personality traits influence on shopping behavior. 5. Psychological aspects of the process of perception and their importance for effective marketing communication. The influence of past experience, stimulus intensity, activation and motivation. Consumer Motivation sixth. Needs, rational versus emotional motives. Dynamics of motivation. Shopping seventh learning. Basic factors shopping teachings. Learning theory in the shopping experience. 8th The consumer and the brand. Importance of brand marketing and brand management system. Psychological approaches to the analysis of the brand. 9. Communication and shopping behavior. Psychological context and rules of communication with the customer. The psychological dimension of personal selling. Personality dealers and consumers. 10.Zákazník in the social and cultural environment. The reference groups, social classes and their influence on consumer behavior. 11. Influence of cultures and subcultures on shopping behavior. Ethnic, religious, geographic, racial, age and gender subculture. 12. Addicted to shopping, the psychological, social and economic consequences.
Literature
    required literature
  • VÁGNEROVÁ, M. Obecná psychologie. Praha: Karolinum, 2016. ISBN 978-80-246-3268-1
  • NAKONEČNÝ, M. Obecná psychologie. Praha: Triton, 2015. ISBN 978-80-7387-929-7
  • SCHIFFMAN, L. G., KANUK, L. L. Nákupní chování. Brno: Computer Press, 2004. ISBN 978-80-251 0094-4.
    recommended literature
  • HARTL, P. a H. HARTLOVÁ. Psychologický slovník. Praha: Portál, 2009. ISBN 978-807-3675-691.
  • PLESSIS, E. DU. Jak zákazník vnímá reklamu. Brno: Computer Press, 2007. ISBN 978-80-251-1456-8.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • GRETZ, K. F, DROZDECK, S. R. Psychologie prodeje. Praha: Victoria Publishing, 1992. ISBN 978- 80-85605-03-1.
  • STUCHLÍKOVÁ, I. Základy psychologie emocí. Praha: Portál, 2007. ISBN 978-80-7367-282-9.
  • HUBINKOVÁ, Z. a kol. Psychologie a sociologie ekonomického chování. Praha: Grada, 2008. ISBN 978-80-247-1593-3
  • ATKINSON, R.L.,ATKINSON, R.C., SMITH, E.E., BEM, D.J. NOLEN-HOEKSEMA, S. Psychologie Atkinsonové a Hilgarda. Praha: Portál, 2012. ISBN 978-80-262-0083-3.
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
  • BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.
  • PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
  • BEDRNOVÁ, E., JAROŠOVÁ, E., NOVÝ, I. a kol. Manažerská psychologie a sociologie. Praha: Management Press, 2012. ISBN 978-80-7261-239-0.
  • HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • LOŠŤÁKOVÁ, H. et al. Diferencované řízení vztahů se zákazníky. Praha: Grada, 2009. ISBN 978-80-247-31551.
  • DOHNAL, J. Řízení vztahů se zákazníky. Praha: Grada, 2002. ISBN 978-80-86135-02-0.
    not specified
  • RIEGEL, K. Ekonomická psychologie. Praha: Grada, 2007. ISBN 978-80-247-1185-0
Teaching methods
Lectures
Assessment methods
The initial meeting will be for students to become familiar with their duties. The individual courses requires active participation. The exam will be a written test. After graduation, students will gain 6 credits.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8 hodin KS/semestr.
The course is also listed under the following terms Summer 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2017, recent)
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