Semester: 3
ECTS: 5
Lectures: 30
Practice sessions: 15
Independent work: 105
Module Code: 24-521-0337
Semester: 3
ECTS: 5
Lectures: 30
Practice sessions: 15
Independent work: 105
Module Code: 24-521-0337
Module title:
Psychology of consumer behaviour
Lecturers and associates:
Module overview:
The objective of the module is to enable students to:
- Learn the knowledge in general and applied psychology that are important for understanding market communications
- develop the skills of analysing and predicting consumer behaviour.
It is important for students to take this module to develop skills of analysing and predicting consumer behaviour. Upon completion of the module, the students will be able to apply their knowledge of psychology to their communication with clients and end users of design services, which will contribute to the overall skillset for their future employment.
In this module students will learn:
about market communication and psychological principles in consumer behaviour. It prepares them for more specific consumer behaviour topics and trends, by discussion on ethics and diversity. It encourages students to apply the knowledge of psychology acquired in this module to all other modules of this study programme.
Literature:
Required readings:
1.Weinschenk, S. (2011) 100 Things Every Designer Needs to Know about People. Berkeley: New Riders
Supplementary readings:
1.Schiffman, L. G., and Kanuk, L. L. (2009) Consumer behavior. Harlow, England: Prentice Hall.
2.Solomon, M. R. (2013) Consumer Behaviour: Buying, Having, and Being, 10th global edition. New Jersey: Prentice-Hall.
3.Kahneman, D. (2013) Thinking, Fast and Slow. Stuttgart: Macmillan.
4.Graf, P. (eds.) and Dozois, D. J. (eds.) (2021) Handbook on the State of the Art in Applied Psychology. New Jersey: John Wiley and Sons.
5.Norman, D. (2013) The design of everyday things: Revised and expanded edition. New York: Basic books.
6.Leech, J. (2013) Psychology for designers. Bristol: Mrjoe press.