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 within the Strategic Marketing Master’s program that explores the fundamental principles of scientific research in consumer behavior. Understanding how and why consumers behave as they do is central to marketing, as it enables managers to develop better products and design more effective marketing strategies.

This course focuses on key psychological constructs that shape consumer behavior. Each week, we examine a specific topic—such as self-control, financial constraints, or nudging—and analyze its implications for consumer decision-making.

Beyond building theoretical knowledge, the course offers an engaging introduction to consumer science, providing insights that extend beyond the classroom. Students will gain a deeper understanding of how consumer psychology influences not only business practices, but also their own everyday decisions and perspectives on the world.

The course uses academic articles.

* 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.