Marketing - Vente

05210034 - Consumer psychology

Niveau de diplôme Licence - Semestre 1
Crédits ECTS 3
Volume horaire total 20
Volume horaire CM 12
Volume horaire TD 8

Responsables

Formations dont fait partie ce cours

Objectifs

This course is an introduction to the field of consumer psychology. Throughout this course, students will learn main concepts and theories that help them to understand why people choose to purchase certain products/services/brands, how and when people make purchase decisions, how people consume and discard the consumed products. This course also examines practical implications of consumer psychology in the field of business and marketing.

Estimation of private study (outside of contact hours): 10 hours

TARGETED KNOWLEDGE AND SKILLS

Upon completing this course, students will be able to:
  • Develop an understanding of consumer psychology and the process of decision-making in purchasing and consuming a product or a service
  • Identify relevant applications of psychological and sociological theories in real-life business and marketing activities

Contenu

Session 1: Why we buy? An introduction to consumer psychology
Session 2:  The rational consumer
Session 3: The emotional consumer
Session 4: The social consumer

Bibliographie

PRESCRIBED TEXTS AND PUBLICATIONS
  1. Jansson-Boyd, C. (2010). Consumer Psychology. London: McGraw-Hill Education

RECOMMENDED TEXTS AND PUBLICATIONS
  1. Ariely, D. (2009). Predictably irrational: The hidden forces that shape our decisions. London:HarperCollinsPublishers

TEXTS AND PUBLICATIONS OF IAELYON FACULTY ON THE SUBJECT OF THE COURSE  
  1. Brunel, O. and Pichon, P-E. (2006). Food-related risk-reduction strategies: Purchasing and consumption processes. Journal of Consumer Behavior, vol 3 (4), 360 – 374.
  2. Meyer-Waarden, L. and Cloarec, J. (2022), “Baby, You Can Drive My Car”: Psychological Antecedents that Drive Consumers’ Adoption of AI-powered Autonomous Vehicles, Technovation, 109.
  3. Nguyen, N.N., Ozçaglar-Toulouse N., et Kjeldgaard D. (2018). Toward an understanding of young consumers’ daily consumption practices in post-Doi Moi Vietnam. Journal of Business Research 86, 490-500
  4. Silvain Roten, Y. & Vanheems, R. (2021). Why do people shop together around the same screen. Journal of Consumer Marketing, 38 (7), 741 – 750.

Contrôles des connaissances

Assessment type: Written
Length: 2H
Nature of the assessment: Case study

Grading during class:
Nature of assessment: Class participation + Group projects

 

Informations complémentaires

TEACHING METHODS
Class lectures; Case studies; and Group projects

NATURE OF MATERIALS
-    Textbook
-    Articles
-    Case studies

PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS
All students having a social background can follow this course

ADVISED PRIOR READING
Jansson-Boyd, C. (2010). Consumer Psychology. London: McGraw-Hill Education

RESOURCES AVAILABLE
Case studies and academic articles will be provided during this course