NA_PsyCB Psychology of Consumer Behavior

University of Finance and Administration
Summer 2020
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Karel Eliáš, CSc. (seminar tutor)
Guaranteed by
PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
NA_PsyCB/cMCPH: each odd Monday 15:45–16:29 S34, each odd Monday 16:30–17:15 S34, K. Eliáš
NA_PsyCB/pMCPH: Mon 14:00–14:44 S34, Mon 14:45–15:30 S34, K. Eliáš
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. The study discipline Psychology of Consumer Behavior, develops basic skills and knowledge of personality psychology and is designed as a practical extension of the marketing practice. Systematically leads us to knowledge of consumers in a wider context. Seeks understanding of the causes and consequences of behavior and actions of customers in the context of scientific psychology. The subject brings students with basic knowledge in psychology of consumer behavior, enabling them to better understand the different types of consumers and their behavior patterns. Lectures are both basic psychological characteristics of human as a person, its perception, attention, memory, etc., as well as their relationship to consumer behavior. The discipline also introduces students to the main motivational techniques and at the same time provides a view of changing of the role and needs of the consumer and the customer in the transformations of the society and its development especially in the 20th and 21st centuries.
Learning outcomes
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. The discipline also introduces students to the main motivational techniques and at the same time provides a view of changing of the role and needs of the consumer and the customer in the transformations of the society and its development especially in the 20th and 21st centuries.
Syllabus
  • 1. Subject and development of market psychology.Development trends of the subject and significant representatives. 2. The economic behavior of consumers, producers and sellers. The social context of the market sphere and the socio-psychological aspects of the 21st century market. 3. Marketing environment. The impact of globalization and social transformation changes the target groups. Basic psychological characteristics of the target group in terms of developmental and social psychology (men, women, children, the elderly ...). 4. Personality and shopping behavior. Diversity of customers and personality features of purchasing behavior. Identification of the personality type of the customer. 5. Consumer decision making process. Psychological mechanisms making purchasing decisions. Purchasing behavior model - entry, process, exit. 6. Shopping and consumer habits, place of sale, purchase terms. 7. Shopping theory. Theory in the shopping experience (conditioning, observational theory etc.). 8. Customer attitude, formation and change. Psychological aspects of attitude. Sources influencing attitudes.. Strategies to change customer attitude. 9. The process of perception and its importance for effective marketing communication. 10. Consumer motivation. Needs, types of needs and the hierarchy of needs. Rational versus emotional motives.. Dynamics, motivation. Uncovering customer purchase motivations. 11. Communication and purchase behavior. Psychological relationships in the rules and ways of communicating with the customer. The psychological dimension of personal selling and building customer relationships. 12. Emotions in marketing, the importance of emotions in the marketing mix.
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
  • Kotler, Philip, Principles of marketing :global edition /Philip Kotler, Gary Armstrong, Pearson, 720 pages, 21 Mar 2013, ISBN: 978-0-273-78699-3
  • Lynn R. Kahle, Chris Riley: Sports marketing and the psychology of marketing communication. Mahwah,N.J.: L. Erlbaum Associates, c2004. ISBN: 0-8058-5790-7
  • Mooij, Marieke de, Global marketing and advertising :understanding cultural paradoxes /Marieke de Mooij, SAGE Publications, Inc; 4 edition (September 11, 2013), 416 pages, ISBN: 978-1-4522-5717-4
  • Reid Hastie, Robyn M. Dawes: Rational choice in an uncertain world: the psychology of judgement and decision making. 2nd Edition, Thousand Oaks: Sage Publications, 2010. ISBN: 978-1-4129-5903-2.
  • Shimp, Terence A. Advertising, promotion, and other aspects of integrated marketing communications /Terence A. Shimp, J. Craig Andrews, Published by Cengage Learning, ©2013, 752 pages, ISBN: 978-1-133-19142-1
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
The course NA_PsyCB is finished by credit and EXAM. Written examination and oral examination. Before the exam, for credit each student has to create a paper/case study, which should be submitted by a student in written form (minimum 6 normopages + lit.sources quotations list).Credit is to be recorded into Notebook(IS).
Language of instruction
English
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: 16 hodin KS/semestr.
The course is also listed under the following terms summer 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2021, Summer 2022, Summer 2023, Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2020, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2020/NA_PsyCB