NA_PsyCB Psychology of Consumer Behavior

Vysoká škola finanční a správní
léto 2023
Rozsah
2/1/0. 16 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
Mgr. Iva Baslarová, Ph.D. (cvičící)
Garance
Mgr. Michal Tomčík, PhD.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Kamila Procházková
Rozvrh seminárních/paralelních skupin
NA_PsyCB/cMCPH: každou sudou středu 15:45–16:29 S26, každou sudou středu 16:30–17:15 S26, kromě St 5. 4. ; a Út 11. 4. 15:45–17:15 S11, I. Baslarová
NA_PsyCB/pMCPH: St 14:00–14:44 S26, St 14:45–15:30 S26, kromě St 5. 4. ; a Út 11. 4. 14:00–15:30 S11, I. Baslarová
Předpoklady
There are no prerequisites for this course
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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.
Výstupy z učení
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.
Osnova
  • 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.
Literatura
    povinná literatura
  • GRAVES, Philip. Consumerology : The Truth About Consumers and the Psychology of Shopping. Nicholas Bearley Publishing, 2013, 288 p. ISBN 978-185-7885-767
    doporučená literatura
  • 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
Výukové metody
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).
Metody hodnocení
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).
Vyučovací jazyk
Angličtina
Informace učitele
Active participation in lectures, 75% of presence and an individual involvement during lectures. Course lecturer can be consulted on the basis of agreed electronically or by telephone consultation
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích léto 2012, léto 2013, léto 2014, léto 2015, léto 2016, léto 2017, léto 2018, léto 2019, léto 2020, léto 2021, léto 2022, léto 2024, léto 2025.