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PSY514 : Consumer Psychology

Course Overview

Course Synopsis

In this course students of psychology will be introduced with the basic principles and concepts used in the Consumer Psychology. They will be taught key topics including Marketing mix, market segmentation, different strategies of segmenting the market and its effects on purchase behavior, marketing concepts, Consumer research, purchasing attitude, motivation, decision making, evaluating products and services etc. what is influence of cultural factors on purchase decisions. How different attitudes are formed and what are the strategies to change those attitudes. How the purchase decisions are made. What is the importance of post purchase evaluation and what factors are involved in it? Consumer rights and different ethical issues will also be discussed.

Course Learning Outcomes

At the end of the course, you should be able to:

  • Recognize the concept of market mix and its effects on Consumer Psychology.
  • Explore what is diversity, social classes and types of consumers.
  • Comprehend the nature and structure of culture & sub culture.
  • Express the concepts of perception, attitudes, personality and its assessment, emotional intelligence etc.
  • Realize the role of personality and personality factors in determining consumer behavior.

Course Calendar

Introduction to Consumer Psychology1Handouts1-4
Introduction to Consumer Psychology (Implementing the Marketing Concept)2Handouts5-7
Introduction to Consumer Psychology (Marketing Mix)3Handouts8-10
Introduction to Consumer Psychology (Marketing Mix4Handouts11-14
Value and Retention Focused Marketing Consumer Decision Making Process5Handouts15-18
Consumer Research (Consumer Research Paradigms)6Handouts19-20
Major Steps in Consumer Research Process7Handouts21
Quiz 01
Quantitative Research Designs and Data Collection Methods8Handouts22-25
Quantitative Research Data Collection Techniques9Handouts26-30
Assignment 01
Qualitative Research Designs and Data Collection Methods10Handouts31-32
Customer Satisfaction Measurement, Sampling, Data Analysis and Reporting11Handouts33-40
Market Segmentation and Its Bases12Handouts41-44
Bases for Segmentation: Demographic and Psychographic Segmentation13Handouts45-47
Bases for Segmentation: Sociocultural, Use Related and Usage Situation Segmentation14Handouts48-51
Bases for Segmentation: Benefit Segmentation15Handouts52-54
Assignment 02
Bases for Segmentation: Hybrid Segmentation Strategies16Handouts55-57
Market Segmentation17Handouts58-61
Culture and Environmental Influences18Handouts62-64
Culture and Its Measurement19Handouts65-66
Measurement of Culture and Environmental Influences20Handouts67-69
Subculture: Environmental Influences21Handouts7-71
Subculture: Age and Gender22Handouts72-74
Mid-Term Exams
Bases for Segmentation: Benefit Segmentation23Handouts75-76
Social Class24Handouts77-79
Consumer Social Classes25Handouts80-82
Consumer Social Classes26Handouts83-86
Consumer Social Classes27Handouts87-90
Quiz 02
Understanding Personality: Individual Determinants of Consumer Behavior28Handouts91-93
Consumer Personality, Trait Theory and Self Images29Handouts94-97
Consumer Motivation30Handouts98-100
Assignment 03
Understanding Learning31Handouts101-105
Instrumental Conditioning, Information Processing and Memory32Handouts106-109
Attitude Formation and Change34Handouts112-114
Attitude Change Strategies35Handouts115-116
Graded Discussion Board
Introduction to Consumer Decision Making: Consumer Decision Making36Handouts117-119
Problem Recognition, Search and Evaluation and Decision and Purchase37Handouts120-121
Quiz 03
Decision and Purchase38Handouts122-125
Decisions Related to Post Purchase39Handouts126-128
Marketing Implications of Decisions Related to Post Purchase40Handouts129-130
Quiz 04
Post Purchase Evaluation41Handouts131-132
Post Purchase Dissonance42Handouts133-135
Consumerism – Issues and Responses44Handouts139-141
Final Term Exams
Disclaimer: This is a tentative plan for the semester. It can be changed if needed and students will be informed via announcement.
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