Students will be able to:
* Predict how individual differences, social influence and context may influence consumer behavior
* Critically interpret research findings on the topic of consumer behavior
* Identify the most appropriate statistical test for analyzing basic experimental data
* Identify the most appropriate experimental design for a specific research question
* Understand the different sampling procedures and measurement scales that are used in consumer research
* Work in teams
* Provide constructive feedback
* Organize and facilitate tutorials

The Consumer Psychology course is a specialized course in the Strategic Marketing Master program that seeks to explore the fundamental issues of conducting scientific research in the area of consumer behavior. Being able to investigate how consumers behave and understand why they do so is the key contribution of Marketing to business practice. Managers who really understand their consumers develop better products and promote their products more effectively. The course Consumer Psychology focusses on a set of psychological constructs relevant for consumer behavior. Every week we discuss one relevant topic in consumer psychology, such as self-control, financial constraints, or nudges, and explore its impact on consumer behavior. As a bonus you will also learn how much fun consumer science can be, and gain a unique insight into how consumer psychology can affect your personal life, your business life, and the way you look at the world.

The course uses mostly academic papers to gain insights into consumer psychology

• All students who are admitted to the master International Business can follow this course.
• Exchange students with a Bachelor degree in Business, or with another Bachelor degree including a minor in Marketing are also admitted.
• This course assumes basic knowledge of consumer behaviour at an introductory marketing level.
• An advanced level of English.