| PSYCHOLOGY | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| PSY4063 | Consumer Behavior and Advertising | Spring | 3 | 0 | 3 | 6 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | English |
| Type of course: | Departmental Elective |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Dr. Öğr. Üyesi DORUK UYSAL İRAK |
| Recommended Optional Program Components: | "." |
| Course Objectives: | This course aims to provide students with an insight into the psychology of consumers. At the end of the semester, they should have an understanding of the underlying processes of how and why consumers behave as they do, as well as how advertising affects our lives. They should also become more aware of the influence attempts of advertisers and be able to interpret advertisements as to their approaches to persuasion. |
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The students who have succeeded in this course; 1. Define consumer behavior and explain the role advertising plays in influencing consumers. 2. Explain the ways consumers use products to help them define and express their identities. 3. Explain how consumer needs motivate behavior. 4. Describe the role of involvement in consumer behavior. 5. Describe the perception process as it relates to consumer behavior. 6. Explain the different learning processes involved in consumer behavior. 7. Explain how consumers remember and use product-related information. 8. Explain how consumer attitudes can be changed by marketers and advertisers. 9. Describe how advertising creativity and the use of media may affect consumers. 10. Explain the consumer decision processes. |
| The contents of this course include the main areas of research in consumer behavior and advertising. Specifically, these areas are, the self; motivation, values, and involvement; perception, learning, and memory; attitudes and attitude change; advertising creativity and media; consumer decision processes and group influence; global consumer culture. |
| Week | Subject | Related Preparation |
| 1) | Course Introduction | |
| 2) | Consumer Behavior & the Consumption Culture | Read related chapter in the textbook |
| 3) | The Self | Read related chapter in the textbook |
| 4) | Motivation, Values, & Involvement | Read related chapter in the textbook |
| 5) | Perception, Learning, & Memory | Read related chapter in the textbook |
| 6) | Perception, Learning, and Memory | Read related chapter in the textbook |
| 7) | Midterm Exam | |
| 8) | Attitudes and Attitude Change | Read related chapter in the textbook |
| 9) | Advertising Creativity and Media | |
| 10) | Documentary Screening and Discussion | Read related chapter in the textbook |
| 11) | Consumer Decision Processes and Group Influence | Read related chapter in the textbook |
| 12) | Consumer Decision Processes and Group Influence | Read related chapter in the textbook |
| 13) | Global Consumer Culture | |
| 14) | General Discussion |
| Course Notes / Textbooks: | Solomon, M. R. (2011). Consumer behavior: Buying, having, and being. New Jersey: Prentice Hall. |
| References: | "." |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Homework Assignments | 6 | % 10 |
| Midterms | 2 | % 40 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload |
| Course Hours | 14 | 42 |
| Study Hours Out of Class | 3 | 80 |
| Homework Assignments | 6 | 12 |
| Midterms | 2 | 2 |
| Final | 1 | 2 |
| Total Workload | 138 | |
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Develop close interest in human mind and behavior, and attain critical thinking skills (in particular the ability to evaluate psychological theories using empirical evidence), as well as appreciating psychology as an evidence based science. | 4 |
| 2) | Gain a biopsychosocial understanding of human behavior, namely, the biological, psychological, social determinants of behavior. | 4 |
| 3) | Acquire theoretical and applied knowledge and learn about basic psychological concepts and perspectives | 4 |
| 4) | Familiarize with methodology and data evaluation techniques by being aware of scientific research methods (i.e. correlational, experimental, longitudinal, case study). | 2 |
| 5) | Employ ethical sensitivity while doing assessment, research or working with groups. | 2 |
| 6) | Familiarize with the essential perspectives of psychology (cognitive, developmental, clinical, social, behavioral, and biological). | |
| 7) | Get the opportunity and skills to evaluate qualitative and quantitative data, write reports, and present them. | 2 |
| 8) | Attain preliminary knowledge for psychological measurement and evaluation. | 1 |
| 9) | To have a basic knowledge of other disciplines (e.g. sociology, history, political science, communication studies, philosophy, anthropology, literature, law, art, etc) that can contribute to psychology and to be able to make use of this knowledge in understanding and interpreting of psychological process. |