Semester: 7
ECTS: 4
Lectures: 15
Practice sessions: 30
Independent work: 75
Module Code: 24-222-0094
Semester: 7
ECTS: 4
Lectures: 15
Practice sessions: 30
Independent work: 75
Module Code: 24-222-0094

Module title:


Psychology of customer experience

Lecturers and associates:



Module overview:


The objectives of this module is to enable students to:
• Acquire the basic knowledge of general and applied psychology that is important for understanding user experience and the way users interact with products, systems and services
• Understand person’s perception, learning process, emotions and motivations about using a particular product, system and service
• Understand decision making process in the context of user’s interaction with products, systems and services
• Design and interpret user experience research, create user personas and identify psychological barrier in consumer’s journey
• Understand psychological principles of design, text content and text form

The module encourages students to look on the topics taught in the rest of the programme from the psychological perspective. Students will learn to better understand users and their cognitive processes. They will be able to explain the psychological aspects behind the user experience. The knowledge acquired will assist students in developing the skills of analysing and predicting user behaviour, as well as in developing psychological techniques to encourage certain behaviours.

This module contributes to the overall development of the students as professionals and practitioners as upon completion of the course, the students will be able to apply their knowledge of psychology in designing optimal customer experience ,which will contribute to the overall skillset for their future employment.


Literature:


Required readings:
1. Foxall G., Goldsmith R. E., Brown S. (1998) Consumer psychology for marketing, 2nd edn, Cengage Learning EMEA, Andover

Supplementary readings:
Weinschenk, S. (2011) 100 Things Every Designer Needs To Know About People, Berkeley: New Riders.
Cialdini, R. B. (2016) Pre-Suasion: A Revolutionary Way to Influence and Persuade, New York: Simon and Schuster.
Ariely, D. (2008) Predictably Irrational: The Hidden Forces That Shape Our Decisions, HarperCollins, New York, NY
Kahneman, D 2011, Thinking, Fast and Slow, Farrar, Straus and Giroux, United States.
Journal of Marketing, SAGE
Journal of Consumer Behaviour. Wiley
Journal of Consumer Research, Oxford University Press
Norman, D. (2005), Emotional Design: Why We Love (or Hate) Everyday Things , 1st edn, Basic Books,
Kolenda, N 2016, Psychology of Copywriting, Kolenda Entertainment LCC, viewed 30 April 2021, https://www.nickkolenda.com/copywriting-tips/
Ariely, D. (2013) The Honest Truth About Dishonesty: How We Lie to Everyone--Especially Ourselves, Harper Perennial, New York City, NY
(2021) Marketing Land [Online] Available at: https://marketingland.com/ (Accessed: 27 April 2021