This is a course designed for students who wants to explore the psychological principles and theories underlying consumer behavior, offering insights into how consumers think, feel, and make decisions. In a format of seminar discussion, students will be exposed to a blend of theoretical exploration and practical applications. They will also examine various aspects of consumer psychology to analyze real-world examples, and concludes with a project where students apply their understanding to a consumer behavior problem or opportunity.
Outcomes: Understand key psychological theories relevant to consumer behavior; Analyze how consumer perception, motivation, and decision-making processes influence buying behavior; Apply consumer psychology principles to marketing and business strategies; Evaluate the impact of social and cultural factors on consumer behavior; Conduct research and analyze data to inform consumer psychology insights; Develop and present a comprehensive project that applies consumer psychology concepts to a real-world problem.
Outcomes: Understand key psychological theories relevant to consumer behavior; Analyze how consumer perception, motivation, and decision-making processes influence buying behavior; Apply consumer psychology principles to marketing and business strategies; Evaluate the impact of social and cultural factors on consumer behavior; Conduct research and analyze data to inform consumer psychology insights; Develop and present a comprehensive project that applies consumer psychology concepts to a real-world problem.