Psychology of Consumption

1．Basic Course Information

Course Code：203742
Course Name：Psychology of Consumption
Course Type：Specialized Compulsory Course 
Periods: 32
Credits: 2
Target Students: Undergraduates of Applied Psychology Major
Assessment: Examination

2. Brief Introduction

This course mainly talks about external and internal factors affecting consumers’ behaviors and studies how factors above contribute to consumption decision of different consumers. Its main part comprise: consumers’ decision process; social factors of consumers’ behaviors such as social class, group, families, etc; internal factors of psychology like cognition, motivations and personalities, etc. Through the study of this course, students can know the basic theories of consumers’ psychology as well as strategies of marketing psychology, master scientific methods and instruments of analyzing consumers’ behaviors, all of which will offer theoretical basics and references for those students who will do management services and other relevant jobs in future.