Current theories in consumer psychology research

Title: Unraveling the Psychology of Consumer Behavior

Description: This course delves into the dynamic and ever-evolving world of consumer psychology. Explore contemporary theories and research that shed light on the intricacies of consumer decision-making, motivation, and behavior.

Key Highlights:

  • Foundations of Consumer Psychology: Gain insights into the foundational theories of consumer psychology, including cognitive dissonance, consumer perception, and decision heuristics.
  • Emotional and Motivational Drivers: Explore the emotional and motivational factors that influence consumer choices, such as brand loyalty, hedonic consumption, and emotional branding.
  • Consumer Decision-Making Models: Analyze modern models of consumer decision-making, including the consumer decision journey, the role of influencers, and online shopping behavior.
  • Consumer Well-being: Examine the intersection of consumer psychology and well-being, considering topics such as sustainable consumption, ethical consumerism, and the impact of advertising on body image.
  • Marketing and Persuasion Techniques: Investigate the latest marketing and persuasion strategies, including neuromarketing, behavioral economics, and the psychology of pricing.
  • Consumer Technology Trends: Stay up-to-date with the impact of technology on consumer behavior, including the psychology of online reviews, social media influence, and e-commerce trends.
  • Cross-Cultural Consumer Psychology: Explore how cultural factors shape consumer psychology and the challenges and opportunities of global marketing.
  • Consumer Research Ethics: Discuss ethical considerations in consumer research, including issues related to data privacy, informed consent, and responsible advertising.

Course Objectives:

By the end of this course, you will:

  • Possess an advanced understanding of contemporary theories and models in consumer psychology research.
  • Be able to critically evaluate and apply consumer psychology concepts to real-world marketing and consumer behavior challenges.
  • Be prepared to contribute to the development of consumer-centric strategies and practices in the field of marketing.

Assessment: Assessment in this course includes participation in discussions, research projects, case studies, and a final research paper that explores a current issue or trend in consumer psychology.

Prerequisites: While there are no formal prerequisites for this course, a basic understanding of psychology and marketing concepts is beneficial.