Consumer psychology

Study level: Graduate study programme in psychology
Lecturers: Zvonimir Galić, PhD.
Language: Croatian
Status: elective
Form of instruction with class hours: 30 hours of lectures and 30 hours of seminars. The main didactical tool of the course is computer-based conferencing, process of exchanging messages between students that includes sending one’s own contributions and reacting to the contributions of others. The content of these discussions, along with the appropriate references, is determined at the beginning of the course. Students also have access to a digital textbook as well as to other web-based content relevant to consumer psychology. Besides virtual teaching, the teachers and invited experts will give several live lectures.
Prerequisites: none

Course description

Defining consumer psychology. Basic approaches to analysis of consumer behavior. Psychological analysis of consumer behavior: the role of individual and situational factors. Models of consumer behavior: how consumers make purchase decisions. Designing and conducting market research. Marketing segmentation, targeting and positioning. Brand identification and brand-preference research. Product testing. Principles and methods of marketing promotion. Evaluating the effectiveness of promotion. The Internet in consumer psychology: current situation and trends.

Course objective

To introduce students to one additional practical application of psychology and to provide them with basic tools that will increase their employment possibilities after graduation. At the end of the course, the students will be acquaint with basic marketing concepts and models, determinants and characteristics of consumer behavior, methods and techniques of marketing research, and basic principles and types of promotional activities.

Required readings

Schultz, D. i Schultz, S. E. (2006). Psychology & Work Today. (poglavlje Consumer psychology, str. 417. – 461.) Upper Saddle River: Prentice Hall
Kotler, P., Wong, W., Saunders, J. & Armstrong, G. (2006). Osnove marketinga. Zagreb: Mate d.o.o. (Poglavlje 1, 7, 9, 13 i 17)
Schiffman, L. G. & Lazar Kanuk, L. (2007). Consumer behavior. Upper Saddle River, NJ: Pearson/ Prentice Hall (Poglavlje 1, 9 i 16).

Recommended readings

Kerin, R. A.; Hartley, S. W; Berkowitz, E. N., & Rudelius, W. (2006). Marketing. (8th Ed.). New York: McGraw-Hill
Milas, G. (2007). Psihologija marketinga. Zagreb: Target
Foxall, G. R., Goldsmith, R. E., & Brown, S. (2007). Psihologija potrošnje u marketingu. Jastrebarsko: Naklada Slap.