Psychology and its Applications in Cultural Consumption

Course Information
TitlePsychology and its Applications in Cultural Consumption / Psychology and its Applications in Cultural Consumption
FacultyEconomic and Political Sciences
SchoolJournalism and Mass Communications
Cycle / Level1st / Undergraduate
Teaching PeriodWinter
CoordinatorAlexandros Baltzis
Course ID600003606

Class Information
Academic Year2016 – 2017
Class PeriodWinter
Faculty Instructors
Instructors from Other Categories
  • Maria Manolika
Weekly Hours3
Total Hours39
Class ID
Type of the Course
  • Background
  • General Knowledge
Course Category
General Foundation
Mode of Delivery
  • Face to face
The course is also offered to exchange programme students.
Learning Outcomes
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.
General Competences
  • Retrieve, analyse and synthesise data and information, with the use of necessary technologies
  • Work autonomously
  • Work in teams
  • Generate new research ideas
  • Advance free, creative and causative thinking
Course Content (Syllabus)
1. Introduction: basic concepts and determinants of cultural consumption 2. Learning. 3. Memory. 4. Personality. 5. Motivation. 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.
Cultural consumption, Consumer behavior, Psychology
Educational Material Types
  • Notes
  • Slide presentations
  • Scholarly journals
Use of Information and Communication Technologies
Use of ICT
  • Use of ICT in Course Teaching
  • Use of ICT in Communication with Students
  • Use of ICT in Student Assessment
Course Organization
Reading Assigment25
Written assigments50
Student Assessment
Student Assessment methods
  • Written Assignment (Summative)
  • Performance / Staging (Formative)
  • Report (Formative)
Additional bibliography for study
Required Readings: 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. Suggested Readings: 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.
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