This course provides an overview of the psychology of consumer decision making in marketing contexts, drawing on concepts and theories from marketing, psychology, and behavioural economics. The psychological knowledge will be applied to practical examples of marketing problems, allowing students to gain insights into how consumer psychology can be applied in the real world, online as well as offline. The main goals of this course are to develop basic knowledge of different areas of consumer psychology, and to understand how insights from these areas can be utilised in marketing settings.
In a guest speaker session with a UK-based company that applies theories and principles from consumer psychology in practice, students will learn how consumer psychology can inform digital business models. (tentative)