The aim of this course is to comprehensively examine the psychological processes that influence individuals' purchasing decisions and behaviors, and to address perception, attitude, learning, memory, emotion, motivation, personality, culture, and social environmental factors in decision-making processes.
Course Content
This course contains; Introduction to Consumer Behavior : Buying, Having and Being,Consumer Behavior and Well-Being ,Perception,Learning and Memory,Affect and Motivation ,Self: Mind, Body, Gender,Personality, Life Styles and Values,Attitudes and Persuasive Communication,Decision Making Process,Group Interaction and Social Media,Income, Social Class, Culture and Sub Cultures ,Consumer Behavior and Neuropsychology,Consumer Behaviour Models:Classical and Contemporary Approaches-I,Consumer Behaviour Models:Classical and Contemporary Approaches-II.
Course Learning Outcomes
Teaching Methods
Assessment Methods
1.Ability to define consumer behavior and distinguish the differences between concepts.
6.Ability to explain the relationship between consumer behavior and marketing strategies.
2. Ability to define consumer behavior models and compare their historical development.
3. Ability to relate the impact of perception, emotion, motivation, individual and cultural differences on consumer behavior.
4. Ability to question the different decision-making processes of consumers.
5. Ability to express neuropsychological studies on consumer behavior.
Teaching Methods:
Assessment Methods:
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Consumer Behavior : Buying, Having and Being
CB, l.2
2
Consumer Behavior and Well-Being
CB, B1.3
3
Perception
CB, C2.2
4
Learning and Memory
CB,C2.3
5
Affect and Motivation
CB,C2.5 article
6
Self: Mind, Body, Gender
CB,C2.4, CB,C2.6
7
Personality, Life Styles and Values
CB,C2.6 CB, C2.5
8
Attitudes and Persuasive Communication
CB,C7
9
Decision Making Process
CB,C3.8
10
Group Interaction and Social Media
CB,C3.10
11
Income, Social Class, Culture and Sub Cultures
CB,C4.12
12
Consumer Behavior and Neuropsychology
article
13
Consumer Behaviour Models:Classical and Contemporary Approaches-I
article
14
Consumer Behaviour Models:Classical and Contemporary Approaches-II
article
Resources
Solomon, M. (2020). Tüketici Davranışları : Satın Alma, Sahip Olma ve Varoluş ( Çev. Nurettin Parıltı, Elif Akagün Ergin). Nobel Akademik Yayıncılık
Shaw,S., Bagozzi,R. (2017). The Neuropsychology of Consumer Behavior and Marketing. Consumer Psychology Review. DOI: 10.1002/arcp.1006
Cohen,J.,Pham, M.,Andrade, E. (1991). Affect and Consumer Behavior. Handbook of Consumer Behavior, p.297-334
Bell, H. A. (2011). A contemporary framework for emotions in consumer decision-making: Moving beyond traditional models. International Journal of Business and Social Sciences, 2(17), 12-16.
Daniela, M. A. (2011). Fundamental theories on consumer behaviour: An overview of the influences impacting consumer behaviour. Economic Sciences Series, 837
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Knows the basic concepts of research and application-oriented sub-fields of psychology and the basic theories of these fields.
X
2
Can compare theories and schools in the history of psychology, and relate new developments with this knowledge.
3
Can recognize and interpret the problems they encounter and offer solutions using their expert knowledge.
X
4
Can investigate a problem with scientific methods, interpret findings and turn the results into a scientific publication.
X
5
Can lead the project, plan and manage the activities in a team established to solve the problems related to their field.
6
Can question and criticize new ideas from a scientific point of view without taking sides.
7
They adopt the principle of lifelong learning and can follow new developments in their field.
X
8
Can share their findings, knowledge and solution suggestions about a problem with colleagues or people outside of their field in written or oral form, in an appropriate language.
X
9
They have a sense of social responsibility and can use their professional achievements in solving problems in their near and far surroundings.
X
10
Speaks English at least at B1 level to follow international professional developments.
X
11
Has basic computer skills and can communicate with colleagues on up-to-date platforms.
12
Knows the basic tools of psychology used in assessment and evaluation and can use these tools.
13
Knows professional responsibilities, authorization, and limits, recognizes psychological problems, can make the right referral for their solution, and abides by ethical principles in research and practice.
X
14
They consider individual and cultural differences in research and practice and take these differences into account while evaluating the research results.
X
Assessment Methods
Contribution Level
Absolute Evaluation
Rate of Midterm Exam to Success
40
Rate of Final Exam to Success
60
Total
100
ECTS / Workload Table
Activities
Number of
Duration(Hour)
Total Workload(Hour)
Course Hours
14
3
42
Guided Problem Solving
14
3
42
Resolution of Homework Problems and Submission as a Report
3
5
15
Term Project
1
20
20
Presentation of Project / Seminar
0
0
0
Quiz
0
0
0
Midterm Exam
1
25
25
General Exam
1
30
30
Performance Task, Maintenance Plan
0
0
0
Total Workload(Hour)
174
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(174/30)
6
ECTS of the course: 30 hours of work is counted as 1 ECTS credit.
Detail Informations of the Course
Course Description
Course
Code
Semester
T+P (Hour)
Credit
ECTS
CONSUMER BEHAVIOR
PSY4115807
Fall Semester
3+0
3
6
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of Course
English
Course Level
First Cycle (Bachelor's Degree)
Course Type
Elective
Course Coordinator
Assist.Prof. Ela ARI
Name of Lecturer(s)
Assist.Prof. Ela ARI, Lect. Helin ÖZEREN
Assistant(s)
Aim
The aim of this course is to comprehensively examine the psychological processes that influence individuals' purchasing decisions and behaviors, and to address perception, attitude, learning, memory, emotion, motivation, personality, culture, and social environmental factors in decision-making processes.
Course Content
This course contains; Introduction to Consumer Behavior : Buying, Having and Being,Consumer Behavior and Well-Being ,Perception,Learning and Memory,Affect and Motivation ,Self: Mind, Body, Gender,Personality, Life Styles and Values,Attitudes and Persuasive Communication,Decision Making Process,Group Interaction and Social Media,Income, Social Class, Culture and Sub Cultures ,Consumer Behavior and Neuropsychology,Consumer Behaviour Models:Classical and Contemporary Approaches-I,Consumer Behaviour Models:Classical and Contemporary Approaches-II.
Course Learning Outcomes
Teaching Methods
Assessment Methods
1.Ability to define consumer behavior and distinguish the differences between concepts.
6.Ability to explain the relationship between consumer behavior and marketing strategies.
2. Ability to define consumer behavior models and compare their historical development.
3. Ability to relate the impact of perception, emotion, motivation, individual and cultural differences on consumer behavior.
4. Ability to question the different decision-making processes of consumers.
5. Ability to express neuropsychological studies on consumer behavior.
Teaching Methods:
Assessment Methods:
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Consumer Behavior : Buying, Having and Being
CB, l.2
2
Consumer Behavior and Well-Being
CB, B1.3
3
Perception
CB, C2.2
4
Learning and Memory
CB,C2.3
5
Affect and Motivation
CB,C2.5 article
6
Self: Mind, Body, Gender
CB,C2.4, CB,C2.6
7
Personality, Life Styles and Values
CB,C2.6 CB, C2.5
8
Attitudes and Persuasive Communication
CB,C7
9
Decision Making Process
CB,C3.8
10
Group Interaction and Social Media
CB,C3.10
11
Income, Social Class, Culture and Sub Cultures
CB,C4.12
12
Consumer Behavior and Neuropsychology
article
13
Consumer Behaviour Models:Classical and Contemporary Approaches-I
article
14
Consumer Behaviour Models:Classical and Contemporary Approaches-II
article
Resources
Solomon, M. (2020). Tüketici Davranışları : Satın Alma, Sahip Olma ve Varoluş ( Çev. Nurettin Parıltı, Elif Akagün Ergin). Nobel Akademik Yayıncılık
Shaw,S., Bagozzi,R. (2017). The Neuropsychology of Consumer Behavior and Marketing. Consumer Psychology Review. DOI: 10.1002/arcp.1006
Cohen,J.,Pham, M.,Andrade, E. (1991). Affect and Consumer Behavior. Handbook of Consumer Behavior, p.297-334
Bell, H. A. (2011). A contemporary framework for emotions in consumer decision-making: Moving beyond traditional models. International Journal of Business and Social Sciences, 2(17), 12-16.
Daniela, M. A. (2011). Fundamental theories on consumer behaviour: An overview of the influences impacting consumer behaviour. Economic Sciences Series, 837
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Knows the basic concepts of research and application-oriented sub-fields of psychology and the basic theories of these fields.
X
2
Can compare theories and schools in the history of psychology, and relate new developments with this knowledge.
3
Can recognize and interpret the problems they encounter and offer solutions using their expert knowledge.
X
4
Can investigate a problem with scientific methods, interpret findings and turn the results into a scientific publication.
X
5
Can lead the project, plan and manage the activities in a team established to solve the problems related to their field.
6
Can question and criticize new ideas from a scientific point of view without taking sides.
7
They adopt the principle of lifelong learning and can follow new developments in their field.
X
8
Can share their findings, knowledge and solution suggestions about a problem with colleagues or people outside of their field in written or oral form, in an appropriate language.
X
9
They have a sense of social responsibility and can use their professional achievements in solving problems in their near and far surroundings.
X
10
Speaks English at least at B1 level to follow international professional developments.
X
11
Has basic computer skills and can communicate with colleagues on up-to-date platforms.
12
Knows the basic tools of psychology used in assessment and evaluation and can use these tools.
13
Knows professional responsibilities, authorization, and limits, recognizes psychological problems, can make the right referral for their solution, and abides by ethical principles in research and practice.
X
14
They consider individual and cultural differences in research and practice and take these differences into account while evaluating the research results.
