On completing this course students will be able to:
1. Understand the nature, and application of psychology in the understanding of cultural consumer behavior.
2. Define how consumers think, feel, reason, and select between different alternatives (e.g. specific goods or genres and services).
3. Understand the strategic roles of segmentation and customer satisfaction.
4. Identify individual, group, and cultural influences on consumer choices and decision making.
5. Write a research proposal on studying the behavior of cultural consumers.
Course Content (Syllabus)
1. Introduction: basic concepts and determinants of cultural consumption
6. Values, Lifestyle, and Involvement.
7. Determinants in Cultural Consumption: Attitude Development Change and Alternative Evaluation.
8. Demographic or Psychographic?
9. Decision Making Processes.
10. Quality and Satisfaction.
Additional bibliography for study
1. McCarthy, K. F., & Jinnett, K. (2001). A new framework for building participation in the arts. Santa Monica, CA: RAND.
2. Gabriel, Y., & Lang, T. (1995). The unmanageable consumer: Contemporary consumption and its fragmentation. London: Sage.
1. Swanson, S. R., Davis, J. C., & Zhao, Y. (2007). Motivations and relationship outcomes: The mediating role of trust and satisfaction. Journal of Nonprofit & Public Sector Marketing, 18, 1-25.
2. Crompton, J. L., & McKay, S. L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24, 425-439.
3. Furnham, A., & Walker, J. (2001). The influence of personality traits, previous experience of art and demographic variables on artistic preference. Personality and Individual Differences, 31, 997–1017.