Course Objectives:

Consumer Psychology is to look into the relationship of consumer’s psychological response and his buying behavior and to study consumer’s buying decision-making, his buying process and other consumption-related behavior in perspectives of psychology, marketing and management. This course plans to let students know how individuals or organizations choose, purchase, use and dispose of consumption-related products, services and experience, and analyze what, why, when and where people buy and how to consume after buying, how to dispose of the items, etc. in order to meet consumer’s unique needs. 

Course Requirements:

1.This course has no special requirements on student’s course selection, but suggests that students should have some knowledge of modern marketing and management before they come and attend this lecture.

2.Firstly, students must be present in the class. Secondly, students must be grouped and cooperate in team. Thirdly, students must actively take part in the team discussion.

Course Contents:

1.Consumer’s buying decision and buying process

2.Consumer’s needs and motivation, perception, learn and memory

3.Consumer’s buying behavior and critical factors that influence consumer

4.Consumption-related behavior of social groups and organization

5.Diffusion effect of post-purchase public praise and innovation

6. Consumer’s protection

Credits:  2