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Course 2021-2022 a.y.


Department of Marketing

Course taught in Italian

CLEAM (6 credits - II sem. - OP  |  3 credits M-PSI/01  |  3 credits SECS-P/08)
Course Director:

Conoscenze pregresse consigliate

This course assumes knowledge of the basic principles of marketing, as previously learned in an Introduction to Marketing course.

Mission e Programma sintetico

Much of consumer behavior is motivated by psychological factors and processes, such as emotion, cognition, and social influence. Thus, by understanding consumers’ cognitions and emotions, marketers can add psychological value to consumers’ experiences, and can capture additional economic value in exchange. The main objective of this course is to provide a psychological foundation for understanding consumer behaviors and marketing actions.


Topics include some or all of the following:

  • Evolutionary foundation of consumer behavior.
  • Neuromarketing.
  • Emotion.
  • Attention.
  • Sensory marketing.
  • Memory.
  • Language.
  • Similarity and differentiation.
  • Brand personality.
  • Social and personal influences.

Risultati di Apprendimento Attesi (RAA)
Al termine dell'insegnamento, lo studente sarà in grado di...
  • Define relevant psychological constructs and effects.
  • Describe contemporary models of consumer behavior.
  • Recognize psychological influences on marketing performance.
Al termine dell'insegnamento, lo studente sarà in grado di...
  • Identify opportunities to apply psychological theory to marketing problems.
  • Explain marketing successes and failures in terms of consumer psychology.
  • Design marketing actions that add psychological value to economic transactions.

Modalità didattiche
  • Lezioni online
  • Lavori/Assignment individuali
  • Lavori/Assignment di gruppo
  • Individual assignments: there are assigned readings throughout the semester, and for each one, students submit a brief (1-page) summary of the reading. 
  • Group presentation: students form small groups, and give an in-class group presentation on a selected topic.

Metodi di valutazione dell'apprendimento
  Accertamento in itinere Prove parziali Prova generale
  • Prova individuale scritta (tradizionale/online)
  •     x
  • Assignment individuale (relazione, esercizio, dimostrazione, progetto etc.)
  • x    
  • Assignment di gruppo (relazione, esercizio, dimostrazione, progetto etc.)
  • x    
    • 10% discussion sheets: there are several readings throughout the semester designated “DS”, for Discussion Sheet. For each of these readings you must submit a brief report (DS) of your reflections on the reading and any questions that arose from the reading. Your completion of each DS is rewarded on a pass/fail basis, and the number of DSs that you successfully complete determines your grade on this component of the course.
    • 40% group presentation: students  form small groups, and give an in-class group presentation on a selected topic.
    • 50% final exam: A 1-hour written exam consists of multiple-choice, fill-in-the-blank, diagram, and short-answer questions on the materials covered in class.
    • 100% final written exam on the assigned textbook. The exam is a 1-hour multiple-choice exam.

    Materiali didattici

    DS1    Blake, A. B., Nazarian, M., & Castel, A. D. (2015). The Apple of the mind’s eye: Everyday attention, metamemory, and reconstructive memory for the Apple logo. Quarterly Journal of Experimental Psychology, 68, 858-865.


    DS2    Dass, M., Kohli, C., Kumar, P., & Thomas, S. (2014). A study of the antecedents of slogan liking. Journal of Business Research, 67(12), 2504-2511.


    DS3    Kohli, C., & Suri, R. (2002). Creating effective logos: Insights from theory and practice. Business Horizons, 45(3), 58-64.


    DS4    Peck, J., & Childers, T. L. (2006). If I touch it I have to have it: Individual and environmental influences on impulse purchasing. Journal of Business Research, 59, 765-769.


    DS5    Bonezzi, A., Brendl, C. M., & De Angelis, M. (2011). Stuck in the middle: The psychophysics of goal pursuit. Psychological science, 22(5), 607-612.


    DS6    Ariely, D., & Wertenbroch, K. (2002). Procrastination, deadlines, and performance: Self- control by precommitment. Psychological Science, 13(3), 219-224.

    • B.J. BABIN, E. HARRIS, CB, Cengage Learning, 2018, 8th edition. (Please be sure to study the 8th edition. The exam is based on the 8th edition, not the 7th, 6th, or any other edition or textbook. Only the 8th edition is examined.)