23123 Consumer Psychology, 5 cr

Advanced studies
Teaching language: 
Course Description: 

This course focuses on internal and external concepts in consumer psychology. During the course, you will learn about current research on consumer behavior from a consumer psychology perspective. You will learn about consumer perceptions, how consumers are influenced by external factors, how companies use such influence to their advantage, and to analyse the ethicality of such influences.

This is an intensive course that requires your full attention during August.

The course can be taken as part of the study module in Corporate Responsibility.

Learning Goal: 

You have knowledge about the central theories, concepts, and models in consumer psychology and behavior. You are able to analyze consumers’ reactions towards marketing tactics based on knowledge about consumers’ psychological processes.

After completing the course, you will be able to: 
  • describe, compare, and use in research key concepts and theories from the fields of psychological and behavioral consumer research
  • evaluate the ethicality of marketing tactics based on consumer psychology research

Basic-level knowledge of marketing and familiarity with central marketing concepts required.

Total Student Workload: 

134 hours divided into
Scheduled (contact) hours: 20 h
Non-scheduled work: 114 h


Classes, assignments, learning diary

It is compulsory to attend the introductory class and other classes.

Literature and Course Material: 

Solomon, M.R. (2015). Consumer behavior: Buying, having, and being, 11th edition, or later. Pearson Publishing.

The whole book will not be covered.

Maximum 3 scientific articles.


Active class participation 20%
Article analysis 10%
Moodle Quizes 20%
Assignments 30%
Learning Diary 20%

Non-degree studies (Open University, JOO and Contract Studies): 

Quota for JOO-students: 3
Quota for the Open University: 20

NB! The registration for open university for this course is separate from the other open university autumn semester courses, and open 3.6-25.7. Read more about the registration for Open University summer courses.

Additional Information: 

Summer Period 1, Class lessons 5-27.8.2019, Tuesdays and Thursdays 3-6 p.m. The course is introduced on Monday 5th August at 3 p.m. Deadline for the learning diary is on 30.8.2019.

All details on the course, including syllabus and assignments, will be made available in Moodle, where you need to sign up also.

The registration for the course for degree students is 17.5-31.7 (NB! requires annual registration for the academic year 2019-2020 to be already completed).