Consumer Psychology

Learning Outcomes:

Describe the basic principles of consumer behavior; Comprehend the influence of market segmentation, motivation, personality, and consumer perception on consumer behavior; Explain the influence of culture, subcultures and cross cultural on consumer behavior; Analyze consumer decision making; Demonstrated ways of communication that can influence consumer behavior

 Topics:

1. Consumer Behavior: Meeting Changes and Challenges

2. The Consumer Research Process

3. Market Segmentation and Strategic Targeting

4. Motivation, Personality and Consumer Behavior (+ GSLC)

5. Consumer Perception and Learning

6. Consumer Attitude Formation and Change

7. Communication and Consumer Behavior

8. The Family and Its Social Class Standing (= GSLC – versi indonesia)

9. Influence of Culture, Subcultures and Cross Cultural on Consumer Behavior

10. Diffusion of Innovations

11. Consumer Decision Making and Beyond

12. Consumers Social Responsibility and Green Marketing