Marketing Topics: Consumer Psychology

MAR507NFB Marketing Topics: Consumer Psychology

  • Topics


    Students should have a thorough understanding of the key topics discussed in the course:

    Introduction and Attention and Perception

    Consumer Judgment and Decision Making - Cognitive Considerations

    Consumer Judgment and Decision Making - Affective Considerations

    Motivation and Self Regulation

    Brands & Branding - Interplay with The Self Concept

  • Learning outcome

    Learning outcome

    Consumer psychology explores how consumers think, feel, and decide about the products and brands they encounter in the marketplace. Students should have an

    overview of select psychological perspectives on the study of consumers. Course participants should be able to read, synthesize, and critically analyze thought-provoking articles published in the field´s top tier journals. The course should provide participants with an overview of key theories and recent trends in consumer psychology.

    Knowledge - The candidate...

    is in the forefront of knowledge within contemporary consumer psychology topics

    can evaluate the expediency and application of different methods and processes in consumer research and decision making

    can contribute to the development of new knowledge, new theories and methods in contemporary consumer psychology research

    Skills ¿ The candidate...

    can formulate problems, plan and carry out experimental research within the domains of consumer psychology and decision making

    can carry out research and scholarly research work of a high international standard and be able to publish in international peer reviewed journals in marketing and consumer research

    can handle complex academic issues and challenge established knowledge in consumer psychology

    Competence - The candidate...

    can identify relevant ethical dilemmas in consumer research and carry out his/her research with scholarly integrity

    can communicate consumer psychology research and actively participate in debates in the field in national and international scholarly forums

  • Teaching


    Interactive teaching in class. Student presentations. The course will be discussion based; participations will be asked to summarize and critically analyze articles and to present original ideas throughout the session.

  • Required prerequisites

    Required prerequisites


  • Requirements for course approval

    Requirements for course approval

    Student discussion and presentation in class. The course should culminate in the generation of either an individual or joint research proposal, including a viable research design, that is a logical extension of the material discussed in class.

  • Assessment


    Course paper (pass/fail). First submission by June 15th. Final deadline for submission of revised paper (if not approved in first submission) is September 1st.

  • Grading Scale

    Grading Scale

     Grading: Pass or fail.

  • Computer tools

    Computer tools


  • Semester



  • Literature


    Selected articles from top-tier journals in consumer psychology and psychology.



ECTS Credits
Teaching language

Course responsible

 Tiffany B. White, University of Illinois at NHH: Department of Strategy and Management.