Semester: 3
ECTS: 4
Lectures: 15
Practice sessions: 45
Independent work: 60
Module Code: 24-421-0278
Semester: 3
ECTS: 4
Lectures: 15
Practice sessions: 45
Independent work: 60
Module Code: 24-421-0278
Module title:
Psychology of customer experience
Lecturers and associates:
Module overview:
The course encourages students to approach topics taught in the rest of the program from a psychological perspective. Students will learn to understand users and their cognitive processes. They will be able to explain the psychological aspects of user experience. The acquired knowledge will assist students in developing skills for analysing and predicting user behaviour, as well as in the development of psychological techniques to encourage specific behaviours.
This course contributes to the overall development of students as professionals and practitioners because upon completion, students will be able to apply their knowledge of psychology in designing optimal user experiences, enhancing their overall skill set for future employment.
In this course students will learn:
acquire basic knowledge in general and applied psychology, crucial for understanding user experience and how users interact with products, systems, and services.
comprehend perception, learning processes, emotions, and motivation influencing an individual´s use of a specific product, system, or service.
understand the decision-making process within the context of user interaction with products, systems, and services. design and interpret user experience research,
create user personas, and identify psychological barriers in the user journey.
grasp the psychological principles of design, content, and text format.
Literature:
Required readings:
1. Ariely, D. (2008) Predictably Irrational: The Hidden Forces That Shape Our Decisions, HarperCollins, New York, NY
2. Kahneman, D 2011, Thinking, Fast and Slow, Farrar, Straus and Giroux, United States.
3. (2021) Think with Google [Online]. Available at: https://thinkwithgoogle.com (Accessed: 24 April 2021)
4. (2021) HubSpot Blog [Online]. Available at: https://blog.hubspot.com/ (Accessed: 04 May 2021)
Supplementary readings:
1. Foxall G., Goldsmith R. E., Brown S. (1998) Consumer psychology for marketing, 2nd edn, Cengage Learning EMEA, Andover
2. Wittig, A. F. (1984) Psychology: An Introduction, McGraw-Hill, New York, NY
3. Cialdini, R. B. (2016) Pre-Suasion: A Revolutionary Way to Influence and Persuade, New York: Simon and Schuster.
4. Journal of Psychology, Taylor and Francis