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Status: Elective course

Period: First year, Second semester

ECTS credits: 2

Class hours: 30 lectures

Language: Bulgarian





The goal of the course is to acquaint students with the psychological determinants of the behavior of the economic participants and their ability to have adverse effect on the objective economic processes.

The course covers three major themes. The first one looks at consumer behavior – motivation, propensities and emotions of the consumers, as well as social and psychological determinants of the consumer behavior and models of buyers decision making.

The second looks at the psychological aspects of main market processes – diffusion of a new product, overcoming psychological barriers, risky market behavior, the conflicts on the market, the processes of buying and selling.

The third includes topics clarifying the adverse impact of the economic processes on the market players.

Intended learning outcomes:

  • How far economic players can influence the decisions of other economic participants
  • Psychological determinants of consumer behavior
  • Key strategies to stimulate the desired response behavior of consumers
  • Be able to plan a research on consumer behavior
  • Be able to choose the most appropriate methods and tools to influence consumer behavior according to marketing goals