N_PsyZC Customer Behavior Psychology

University of Finance and Administration
Summer 2025
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Guaranteed by
Mgr. Michal Tomčík, PhD.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Prerequisites
There are no prerequisites for this course
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The discipline of Psychology of Customer Behavior develops basic knowledge and skills of personality psychology and is conceived as its practical superstructure in marketing practice. It leads in a systematic way to familiarize consumers in a broader context. It seeks to understand the causes and contexts of behavior and behavior of customers in the context of the science of psychology. Learning outcomes of the course unit The course introduces basic knowledge of psychology in the application to customer behavior, which enables them to better understand individual types of customers and models of their behavior. The themes of the lectures are both basic psychological characteristics of a person as a personality, his perception, attention, memory, etc., as well as their relation to consumer behavior. The discipline also introduces students to the main motivational techniques and at the same time brings about a change in the role and needs of the consumer and the customer in the transformation of the company and its development especially in the 20th and 21st centuries.
Learning outcomes
Study objectives of the subject: • acquire, classify and acquire skills in practice to use the concepts of psychology in marketing practice, • understand the importance of knowing the human psyche for successful marketing communication, • To acquire the skill to interpret selected practical situations and to solve the possible difficulties of customers' behavioral behavior from the point of view of psychology and to draw conclusions for management and marketing practice, • acquire the skills of effective communication with the customer.
Syllabus
  • 1. Subject and development of market psychology. Development trends of the branch and senior representatives. 2. Economic behavior of the consumer, producer and retailer. 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 change on changes in target groups. Basic psychological features of the target group in terms of developmental and social psychology (men, women, children, seniors ...). 4. Personality and Shopping Behavior. Customer diversity and personality traits. Identification of the personality type of the customer. 5. Consumer decision process. Psychological purchasing decision mechanisms. Purchasing behavior model - input, process, output. 6. Shopping and consumer habits, place of sale, purchase terms. 7. Shopping Learning. Learning theory in shopping practice (conditioning, observer learning, etc.). 8. Customer's attitude, formation and change. Psychological aspects of attitude. Sources influencing attitudes. Customer change strategy. 9. The process of sensory perception and its importance for effective marketing communication. 10. Consumer motivation. Needs, needs and hierarchy of needs. Rational versus emotional motives. Dynamics, motivation. Revealing customer purchasing motivations. 11. Communication and buying behavior. Psychological relationships in the rules and ways of communicating with the customer. The psychological dimension of personal sales. Building a relationship. 12. Emotions in marketing. The importance of emotions in the marketing mix.
Literature
    required literature
  • KOUDELKA, J. Spotřebitelé a marketing, Praha: C. H. Beck, 2018.
  • ARIELY, D. Iracionálně váš...: Úvahy o ztracených ponožkách, šroubech do dívčích hlav a dalších existenciálních záležitostech. Praha: Práh, 2015. ISBN 978-80-7252-593-5.
  • CALDINI, R., B. Před-svědčování. Revoluční způsob, jak ovlivnit a přesvědčit. Praha: Jan Melvil Publishing, 2016. ISBN 978-80-7555-014-9.
  • SCHIFFMAN, L. G., KANUK, L. L. Nákupní chování. Brno: Computer Press, 2004. ISBN 978-80-251 0094-4.
  • VACÍNOVÁ, T. Psychologie. Praha: VŠFS, a.s. 2017. ISBN 978-80-7408-152-1.
  • 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
    recommended literature
  • 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.
  • DOHNAL, J. Řízení vztahů se zákazníky. Praha: Grada, 2002. ISBN 978-80-86135-02-0.
  • HUBINKOVÁ, Z. a kol. Psychologie a sociologie ekonomického chování. Praha: Grada, 2008. ISBN 978-80-247-1593-3
  • VYSEKALOVÁ, J. a kol. Psychologie reklamy. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8.
  • RIEGEL, K. Ekonomická psychologie. Praha: Grada, 2007. ISBN 978-80-247-1185-0
  • HAYES, N. Základy sociální psychologie. Praha: Portál, 2013. ISBN 978-80-262-0534-0.
  • VYSEKALOVÁ, J. a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, 2014. ISBN 978-80-247-4843-6.
  • PAUKNEROVÁ, D. a kol. Psychologie pro ekonomy a manažery. Praha: Grada, 2012. ISBN 978-80-247-3809-3.
  • VYSEKALOVÁ, J. a kol. Chování zákazníka: Jak odkrýt tajemství ''černé skříňky''. Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3.
  • BLATNÝ, M. a kol. Psychologie osobnosti. Hlavní témata, současné přístupy. Praha: Grada Publishing, 2010. ISBN 978-80-247-3434-7.
  • VÁGNEROVÁ, M. Základy psychologie. Praha: Karolinum, 2007. ISBN 978-80-246-0841-9.
  • KAHNEMAN, D. Myšlení: rychlé a pomalé. Praha: Melvil, 2012
  • 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.
Teaching methods
Full-time study lectures every week. Combined course block study according to the current timetable.
Assessment methods
Assessment methods: Exam (6 credits). In the introductory meeting, students will get acquainted with their tasks. An active participation is expected in individual courses (at least 70% of full-time attendance). The exam is conducted in the form of a written test.
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: 16 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 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, Summer 2024.
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