Psychology of the Consumer (PSY382) at Buffalo State College

Course Description:

This course is intended to introduce students to the psychological aspects involved in “consumer behavior”. We are all consumers, even though we don’t always realize it. There are two main approaches with this course:

1) the consumer and why/how/when/what they consume

2) the marketer and why/how/when/what they do to get us to consume

The focus will be mainly on consumption of goods (i.e. the “stuff” we buy), but we will also discuss consumption of other things like services, “charity”, relationships. In a general sense, the processes that lead us to buy certain products, can lead us to give to certain charities or seek out certain groups for example.

While business and marketing processes will be included, the main direction will be on the application of psychological processes to consumerism.

Topics include:

· Unique research methods in consumer analysis

· Perception

· Learning and memory

· Attitudes and values

· Personality and lifestyle

· Group processes

· Loyalty

· Marketing to specific groups (children, women, racial groups)

· The “dark side” of marketing

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