Consumer Psychology and Marketing Research (387-0-1)
Instructors
Ginger L. Pennington
847/467-3041
Swift Hall, 2029 Sheridan Road, Evanston
Office Hours: By Appointment
Meeting Info
Annenberg Hall G30: Mon, Wed 11:00AM - 12:20PM
Overview of class
This course applies psychological theories, findings, and methods to consumer contexts. We will explore how consumer research can be used to: a) improve managerial decision making and b) enhance our understanding of our own behavior as consumers. Class meetings will be a mixture of lecture, discussion, and hands-on work. Our exploration of consumer psychology will draw on theories of memory, emotion, attitudes, decision making, and motivation. Along the way, you will be introduced to interesting findings from basic research in consumer psychology, as well as "real world" examples involving businesses and brands. Working with your classmates, you will plan and conduct an applied research project for a business in the Evanston area.
class will be conducted in remote format/synchronous
Registration Requirements
Psych 205 is a prerequisite
Teaching Method
The learning objectives for this class center on both the acquisition of knowledge as well as skill development. In addition to developing a deeper understanding of the consumer experience, you will cultivate skills useful in a business environment (and other organizational contexts, including non-profit and governmental). During in-class working sessions, you will gain experience in effective collaboration, project planning, research design, and analysis. Our projects focused around Evanston-area businesses will increase your proficiency in applying a range of research tools to examine marketing problems and opportunities, allowing for sound business decisions grounded in theory. Finally, you will learn how to present research results to a non-scientific, business-oriented audience
Evaluation Method
Group project
Class participation
Homework
Quizzes
Research project
Class Materials (Required)
Kimmel, A. L. (2018). Psychological Foundations of Marketing: The Keys to Consumer Behavior, 2nd edition, New York, NY: Routledge Publishing.
Class Attributes
Social & Behavioral Sciences Distro Area
Attendance at 1st class mandatory
Prerequisites apply, see description
Enrollment Requirements
Enrollment Requirements: Pre-Requisite: Students must have taken PSYCH 205-0 in order to register for this course.