• 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 not only to various local, national, and global, but also to virtual 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 addressing the formulation of theory-based hypotheses, 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):

Self, identity and values:

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

Cleveland, M., & Laroche, M. (2007). Acculturaton to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249–259. 

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

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

Reynolds, T. J., & Gutman, J. (1988). Laddering Theory Method, Analysis, And Interpretation. Journal of Advertising Research, 28(1), 11-31.

Bagozzi, R. P., Ruvio, A. A., & Xie, C. (2020). The material self. International Journal of Research in Marketing, 37(4), 661–677. 

Wilson, V.W. & Bellezza, S. (2022) Consumer minimalism. Journal of Consumer Research 48(5), 796-816

Glückstad, F. K., Kobayashi, H., Seddig, D., Davidov, E., & Nakamura, R. (2024). Personal Beauty Values: Development and Validation of a Multidimensional Measurement Scale. Journal of Consumer Behaviour 24(1), 282-303.

Attitudes and self-brand relationships:

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

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

Escalas, J. E., & Bettman, J. R. (2003). You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13(3), 339–348. 

Hollenbeck, C. R., & Kaikati, A. M. (2012). Consumers’ use of brands to reflect their actual and ideal selves on Facebook. International Journal of Research in Marketing, 29(4), 395–405. 

Schlager T., C. M. (2020). Market Segmentation. In K. M. Homburg C. (Ed.), Handbook of Market Research [electronic resource] . Springer International Publishing ; Imprint Springer.