Consumer Psychology

Introduction

Knowledge of consumer psychology is essential for effective marketing in the private, public, and non-profit sectors. The course provides a fundamental introduction to how consumer behavior is influenced by psychological, social, and technological factors. The course covers topics such as decision-making processes, sustainable consumption, behavioral economics, and the use of consumer data to generate customer insights, with an emphasis on both practical application and critical reflection.

In this course, artificial intelligence (AI) is used as a support tool for learning, reflection, and understanding consumer psychology theory. Students are expected to use AI critically and responsibly as a supplement to course literature, lectures, and their own analyses. AI is not intended to replace independent academic work.

Course content

• What is consumer psychology?
• Segmentation and target groups
• The consumer's decision-making
• Habitual choices and nudging
• Motivation
• Emotions and rationality
• Technology and consumer behaviour
• Sustainable consumption
• Personality and influence on behaviour
• Perception and sensory marketing (art. on sensing?)
• Consumer education
• Shape and change consumer attitudes
• Social class, culture and reference groups
• Negative consumer behavior and ethics                                                       

Disclaimer

This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.