Market & Consumer Psychology

Bachelor

The students • understand the fundamentals of market psychology within the framework of scientific systematicity, including its subject matter and its epistemological foundations. • are familiar with various theories of cognition, including theories of social perception, judgment formation, cognitive dissonance, attribution theories, and information processing. • can explain the development of personality, perception, and memory, including developmental psychology, personality theories, and learning theories. • understand the concepts of motivation and emotion as well as the biological foundations of economic behavior. • have knowledge of perception and attention, including psychophysics, sensory modalities, and attentional control. • can explain various aspects of learning and memory, including conditioning, memory utilization, encoding and retrieval, memory models, and memory organization. • understand the principles of behavior control, including the role of affect, motivation, self-regulation, and stimuli. • are acquainted with the principles and psychology of purchasing decisions, including types of purchases, decision theories, and the influence of information.

None

• Market Psychology within the Scientific Systematic Framework (Subject Matter, Market Psychology as an Applied Science, Epistemological Foundations) • Theories of Cognition (Theories of Social Perception and Social Judgment, Social Comparison Theory, Theory of Cognitive Dissonance, Theory of Psychological Reactance, Attribution Theories, Cognitive Response, Theories of Information Processing, Judgment Heuristics) • Development of Personality, Perception, and Memory (Developmental Psychology, Personality Theories, Perception Psychology, Learning Theories) • Motivation & Emotion (Definition, Motive & Motivation, Emotion, Biological Psychology, Scientific Foundations of Economic Behavior) • Power, Control & Exchange (Definition, Markets & Power, Control Theories, Ego Depletion-Loss of Control, Exchange Theories) • Perception & Attention (Psychophysics, Vision, Hearing, Sense of Smell, Touch, Multisensory Perception and the Effect of Expectations, Attention Control) • Learning & Memory (Classical, Evaluative, and Operant Conditioning, Use of Memory, Encoding & Retrieval, Recall & Reconstruction, Memory Storage Model, Organization of Memory Contents, Serial Effects of Encoding, Implicit Memory, Mere-Exposure Effect) • Behavioral Control (Energization of the Organism, Affects & Emotions, Motivation & Goals, Behavioral Regulation & Self-Control, Involvement, Priming, Stimuli) • Principles & Psychology of Purchase Decision Making (Types of Purchases, Purchase Decisions for or Against a Product/Service, Prescriptive and Descriptive Decision Theories, Decision Heuristics, Influence of Information, Judgment Biases, Intuition)

• Bak, M. P. (2019). Werbe- und Konsumentenpsychologie: Eine Einführung. Stuttgart: Schäffer-Poeschel. • Felser, G. (2023). Werbe- und Konsumentenpsychologie. Berlin: Springer. • Lamberton, C., Rucker, D. D., & Spiller, S. A. (2023). The Cambridge handbook of consumer psychology. Cambridge: Cambridge University Press. • Raab, G., Unger, A., & Unger, F. (2022). Marktpsychologie: Grundlagen und Anwendung. Wiesbaden: Springer.

• Quiz • Case Study with Seminar Paper

English

6

20

4.0

20% of the course will be covered through eLearning. This will involve a combination of online phases (inductive method for independent acquisition of knowledge and practicing tasks) and face-to-face sessions (deductive method providing assistance in the learning process and imparting knowledge through lectures).

3

STGL

2

VWP3

integrated lecture

Compulsory

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