• Knowledge and understanding of theories and analytical methods related to consumer culture and psychology.
• Knowledge and understanding of the relationship between consumer psychology and marketing strategy.
• Competence in formulating a research question.
• Competence in designing an empirical study by critically selecting and combining appropriate theories and methods to address the selected research question.
• Skills in analyzing primary and/or secondary data by defining the role of variables that explain selected theoretical concepts.
• Competence in interpreting and communicating the results of the empirical study.

Consumers increasingly expect to be addressed and met on their own terms. This can only be achieved if businesses can handle complex insights into culturally diverse subgroups of consumers across the global marketplace. The identity formation and, thereby, value formation of modern consumers are becoming increasingly complex due to their belonging to various local, national, and global communities accessible via contemporary digital media technologies. This implies that the key challenge in developing a successful marketing and communication strategy is to identify an appropriate target segment internationally and to obtain a systematic understanding of the complex mechanisms of consumer psychology behind their preferences and consumption behaviors.

The course uses materials gathered from an industry-academic research project investigating personal values on "beauty" and beauty-related consumption.

Using "personal beauty" as a common theme, the course will cover theoretical concepts such as cultures, identities and the self, personal values and beliefs, attitudes and emotions, self-congruity and brand resonance, and segmentation, targeting, and positioning (STP).

The course will also touch upon critical SDG issues related to "personal beauty," i.e., ethics of beauty, diversity and inclusion, and wellbeing in globalized contemporary society.

The course will integrate hands-on exercises (conducting consumer research) by addressing the formulation of a research question, the design of an empirical study, the analysis of data, and the interpretation of empirical results.

• Classic and basic theory
• New theory
• Teacher’s own research
• Methodology
• Models

• Development of research questions
• Data collection
• Analysis
• Discussion, critical reflection, modelling
• Peer review including Peer-to-peer
• Students conduct independent research-like activities under supervision

Expected literature (indicative - subject to change):

Culture, identity and self:

Markus H.R. and Kitayama S.. (2010). Cultures and Selves: A Cycle of Mutual Constitution. Perspectives on Psychological Science, 4, 420–430.

Hitlin, S. (2003). Values as the Core of Personal Identity: Drawing Links between Two Theories of Self. Social Psychology Quarterly Vol. 66 (2).

Sirgy, M. J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9 (3), 287. https:/​/​doi.org/​10.1086/​208924

Values and beliefs

Schwartz, S. H. (2012). An Overview of the Schwartz Theory of Basic Values. Online Readings in Psychology and Culture, 2(1), 1–20. https:/​/​doi.org/​10.9707/​2307-0919.1116

Vinson, D.E., Scott, J. E. and Lamont. M. L. (1977). The Role of Personal Values in Marketing and Consumer Behavior. Journal of Marketing, April, 44–50.

Sheth, J. N. (1972). Reply to Comments on the Nature and Uses of Expectancy-Value Models in Consumer Attitude Research. Journal of Marketing Research, 9(4), 462. https:/​/​doi.org/​10.2307/​3149319

Gutman, J. (1982). A Means-End Chain Model Based on Consumer Categorization Processes. Journal of Marketing, 46(2), 60.

Reynolds, T. J., & Gutman, J. (1988). Laddering Theory Method, Analysis, And Interpretation. Journal of Advertising Research, 28(1), 11-.

Camiciottoli, B. C., Ranfagni, S., & Guercini, S. (2014). Exploring brand associations: An innovative methodological approach. European Journal of Marketing, 48(5–6), 1092–1112. https:/​/​doi.org/​10.1108/​EJM-12-2011-0770

Attitudes and emotions:

Wyer, R.S.Jr. (2019) Some determinations and consequences of beliefs. In D. Albarracín & B.T. Johnson (Eds.) The Handbook of Attitudes (2nd Ed., Vol. 1).   New York: Taylor & Francis.

Earl, A. and Hall, M. P. (2017) Motivational influence on attitudes. In D. Albarracín & B.T. Johnson (Eds.) The Handbook of Attitudes (2nd Ed., Vol. 1).   New York: Taylor & Francis.

Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, Vol.52. 27-58.

Higgins, E.T. (1997). Beyond pleasure and pain. American Psychologist, 52, 1280-1300

Self-congruity, brand resonance, STP:

Keller, K. L. (1993). Managing Customer-Based Brand. Jour. of Marketing, 57, 1–22.

Jamal, A., & Goode, M. M. h. (2001). Consumers and brands: A study of the impact of self-image congruence on brand preference and satisfaction. Marketing Intelligence & Planning, 19(7), 482–492. https:/​/​doi.org/​10.1108/​02634500110408286

Yang, X., Zhang, J., & Peracchio, L. A. (2010). Understanding the impact of self-concept on the stylistic properties of images. Journal of Consumer Psychology, 20(4), 508–520. https:/​/​doi.org/​10.1016/​j.jcps.2010.06.012

Dickson, P. R., & Ginter, J. L. (1987). Market Segmentation, Product Differentiation, and Marketing Strategy. Journal of Marketing, 51(2), 1. https:/​/​doi.org/​10.2307/​1251125

Schlager T., C. M. (2020). Market Segmentation. In K. M. Homburg C. (Ed.), Handbook of Market Research [electronic resource] . Springer International Publishing ; Imprint Springer. https:/​/​link.springer.com/​referenceworkentry/​10.1007/​978-3-319-57413-4_29