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Consumer Behaviour

Informacje ogólne

Kod przedmiotu: 2500-EN_S_05 Kod Erasmus / ISCED: 14.4 / (0313) Psychologia
Nazwa przedmiotu: Consumer Behaviour
Jednostka: Wydział Psychologii
Grupy: specialization courses for 4 and 5 year
Punkty ECTS i inne: 4.00
Język prowadzenia: angielski
Rodzaj przedmiotu:


Skrócony opis: (tylko po angielsku)

The goal of the class will be to provide knowledge underlying consumer behavior from three perspectives: (a) psychological knowledge underlying consumer behavior (basic psychological processes, e.g. emotion, motivation, cognitive processes, etc.); (b) knowledge about automatic and unconscious processes accompanying each stage of consumer decision making; (c) marketing research, which can be perceived as consumer psychology in practice.

Pełny opis: (tylko po angielsku)

Class I – Introduction – how to understand consumers behavior: consumer research vs marketing research (12.03.2020)

Changes in understanding consumer – from conscious to unconscious processes. Implicit and automatic processes in consumer behavior.

Difference between consumer behavior (science) and marketing research (practice).

Research methods in scientific and practical consumer research.

Using technology in consumer vs marketing research (internet, telephone, neuro-methods, big data)

Home assignment: desk research – consumer attitudes and behavior (in teams of 2 students)

Class II – Consumer attitudes and attitude research (19.03.2020)

Consumer attitudes vs. behavior – changes in understanding consumer attitudes, how to measure attitudes, influence of marketing communication on consumer attitudes and choices.

Consumer research methods in practice (marketing research) and using technology in marketing research (internet, telephone, neuro-methods, big data).

Presentation of desk research analysis

Home assignment: short essay – written answer to question 1

Class III – Individual differences in consumer behavior (26.03.2020)

The role of classic psychological traits in consumer behavior (e.g. big five)

The role of self in consumption

Materialism and materialistic values

Money Spending Style

Need for uniqueness

Home assignment: short essay – written answer to question 2

Class IV – What motivates consumers – the role of needs and values (2.04.2020)

Motivation – what motivates consumer to buy the product, different sources of consumer motivation, conscious vs. unconscious motives

Needs and values as motivating factors

The role of segmentation analysis in understanding consumers and explaining consumer’s behavior

Home assignment: critical analysis of advertising from values perspective

Class V – Social advertising and social marketing (23.04.2020)

How we can use psychological knowledge for „good marketing” - social marketing and social advertising?

What means god and bad social campaign?

How we can evaluate effectiveness of social campaigns?

What is social intervention and how to create social intervention campaigns?

Home assignment: finding examples of good and bad social advertising and short analysis of the reasons behind it (in 2 students teams)

Class VI – New trends in consumption – responsible consumption (16.04.2020)

What is responsible consumption?

Examples of responsible consumption: Fair Trade, green consumption, anti-consumption movements, etc.?

What is CR – corporate responsibility and CRM – cause related marketing?

Home assignment: preparation of final analysis of marketing communication

Class VII – Critical analysis of advertising campaigns (07.05.2020)

Presentation of marketing communication analysis from consumer perspective (conducted in 3 students teams).

Class VIII – Final meeting – feedback and final grades (21.05.2020)

Literatura: (tylko po angielsku)

Reading per class topic:

Class I

Maison, D. (2019). Qualitative marketing research. Understanding consumer behavior. London and New York: Routledge. (chapter 1, pp. 4-22 and 2, pp.23-48)

Maison, D. Gregg, A. (2016). Capturing the Consumer’s Unconscious: Applying the Implicit Association Test in Consumer Research. In: C. Jansson-Boyd & M. Zawisza (Eds.). The International Handbook of Consumer Psychology.

Class II

Chartrand, T.L, Hubber, J., Shiv, B., Tanner, R.J. (2008). Nonconscious Goals and Consumer Choice. Journal of Consumer Research, 35, 189 – 201.

Maison, D., Pawłowska, B. (2017). Using the Facereader Method to Direct Emotional Reaction to Controversial Advertising Referring to Sexuality and Homosexuality. [in] K. Nermend & M. Łatuszyńska (eds.) Neuroeconomic and Behavioral Aspects of Decision Making. Springer Proceedings in Business and Economics.

Class III

Han, Y.J., Nunes, C.J., Dreze, X. (2010). Signaling Status with Luxury Goods: The Role of Brand Prominence. Journal of Marketing, 74, 14 – 30.

Belk, R. (1988). Possession and the Extended Self. Journal of Consumer Research, 15, 139-168.

Solomon, M.R. (xxxx). Consumer Behavior.

Class IV

Maison, D. (2019). The Psychology of Financial Behavior. Springer. (chapter 1, pp. 1-50 and chapter 3, pp.73-104)

Class V

Csikszentmihalyi, M. (2000). The Costs and Benefits of Consuming. Journal of Consumer Research, 27, 267 – 272.

Solomon, M.R. (xxxx). Consumer Behavior.

Class VI

Mazar, N., Zhong Ch-B. (2010). Do green products make us better people? Psychological Science, 21, 494 – 498.

Becker-Olsen, K.L., Cudmore, B.A., Hill, R.P. (2006). The impact of perceived corporate social responsibility on consumer behaviour. Journal of Business Research, 59, 46-53.

Efekty uczenia się: (tylko po angielsku)

After the Consumer Behavior class students:

will know what psychological mechanisms underly consumer decisions and behaviors

will know what are research methods used in studying consumer behavior as a scientific discipline

will know what are research methods used in marketing research (consumer behavior in practice)

will understand motives and barriers underlying consumer behavior

will know mechanisms of social marketing practice: social advertising, corporate responsibility, cause related marketing, social intervention

get skills of team work, critical thinking, creative problems solving

get skills in preparing communicative presentations (PPT) and providing attractive presentation of team work

Metody i kryteria oceniania: (tylko po angielsku)

The following assessment methods and criteria will be used:

4 short tests / quizzes in class based on lectures (20%)

2 short essays on given topic (20%)

2 analytical tasks – desk research (10%) and two times advertising search and brief analysis (5% + 5%)

A group project (3 students): presentation of social or commercial campaign analysis (written and oral) (40%).

90-100% - 5

80-89% - 4.5

70-79% - 4

60-69% - 3.5

50-59% - 3

below 50% - 2

Attendance is obligatory, only one absence (one block – 4h) is possible during the course without consequence. Further absences must be discussed with the lecturer and if accepted, will have consequences in extra work given to a student. However, no more than 8 hours of class can be missed overall.

Students must respect the principles of academic integrity. Cheating and plagiarism (including copying work from other students, internet or other sources) are serious violations that are punishable and instructors are required to report all cases to the administration.

Zajęcia w cyklu "Semestr letni 2019/20" (zakończony)

Okres: 2020-02-17 - 2020-08-02
Wybrany podział planu:

zobacz plan zajęć
Typ zajęć: Seminarium, 30 godzin, 14 miejsc więcej informacji
Koordynatorzy: (brak danych)
Prowadzący grup: Dominika Maison
Lista studentów: (nie masz dostępu)
Zaliczenie: Przedmiot - Egzamin lub zaliczenie
Seminarium - Zaliczenie na ocenę
Opisy przedmiotów w USOS i USOSweb są chronione prawem autorskim.
Właścicielem praw autorskich jest Uniwersytet Warszawski.