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Psychology of consumer behavior

ОК.15

Обов’язкова дисципліна для ОП

Second

2023/2024

1 Semester

3

LO2. To be able to organize and conduct psychological research using valid and reliable methods. LO4. To make a psychological prognosis for the development of personality, groups, organizations.

Full-time form

1. The student must know: the basic concepts of general and social psychology, sociology, patterns of communication and interaction; features of group processes; basic concepts of advertising psychology; mechanisms of socio-psychological influence. 2. The student must be able to: operate with the conceptual and categorical apparatus of general and social psychology, sociology, recognize and qualify certain sociological and psychological processes and phenomena, apply basic methods of psychological research of social groups and personality. 3. The student must have: the skills of theoretical analysis, planning and implementation of socio-psychological research, communication skills for presenting their own ideas, discussions and group work.

The aim of the discipline is to get acquainted with the content and structure of consumer behavior, its external and internal determinants, psychological mechanisms and phenomena that determine the characteristics of consumer behavior and determine the possibilities of its forecasting and modeling. The structure of the discipline includes 3 content modules. The first is devoted to the study of the psychological foundations of consumer behavior and the directions of psychological research of consumer behavior. The second - psychological factors of consumer behavior, psychological processes and states in the structure of consumer behavior, differential psychology of consumers. The third is external and marketing factors of consumer behavior.

1. Kaneman Daniel. Myslennia shvydke y povilne. K : Nash Format, 2017. 488 s. 2. Larina Ya. S., Riabchyk A.V. Povedinka spozhyvacha : navch. posib. K. : «OldiPlius», 2020. 284 s. 3. Oklander M. A. Povedinka spozhyvacha : navch. posib. K. : «Tsentr uchbovoi literatury», 2014. 208 s.

Lectures, seminars, individual student work

Modular tests, analytical work, creative work, oral report, addition. Form of final control: test Grade during the study period (minimum 36 / maximum 60): 1. Oral answers (speech at the seminar, participation in discussions, addition): - 34/18 points 2. Analytical work: - 20/12 points 3. Creative work: - 22/14 points 4. Modular tests: - 24/16 points The final assessment is carried out in the form of a credit. A student is not allowed to pass if during the semester he scored less than 36 points. The maximum number of points that can be obtained by a student at the credit is 40 points, the minimum is 24 points. Grading: 60-100: Passed 0-59: Failed

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