Consumer Psychology

This course will explore psychological foundations and applications of consumption in our society. Why do we buy things that we don’t need? Why can’t we ever stick to our plans? Why do we want to do what’s forbidden? We will study psychological reasons behind answers to these questions regarding consumption by examining relevant psychological theories and latest research. Students will analyze real-world cases by reflecting upon own consumption experiences during class field trips to major shopping and consumption destinations.

Week 1
Day 1
Week 1. Why do we buy things that we don’t need?
Day 2
Foundations and overview
Day 3
Choices and Meaning
Day 4
Group Assignment #1

Week 2
Day 1
Week 2. Why can’t we ever stick to our plans?
Day 2
Self-control and Ego depletion
Day 3
Regulatory Fit and Construal Level Theory
Day 4
Midterm exam
Week 3
Day 1
Week 3: Why do we want to do what’s forbidden?
Day 2
Impediments to Goal Achievements
Day 3
Hedonic and vice consumption
Day 4
Group Assignment #2

Week 4
Day 1
Week 4: Wrap up
Day 2
Preparation and reflection for Final Paper
Day 3
Case Analyses and Individual consultation with field trips #1
Day 4
Case Analyses and Individual consultation with field trips #2

Students will be familiar with the psychological theories explaining various consumption experiences and phenomena
Students will be able to explain relevance and value of consumer psychology in an applicative setting of shopping and consumption destinations

Materials will be provided by professor in class and via email