Date4 August 2023 (Friday)
Time09:30 – 11:00
Name of the activityWhy People Buy? Consumer Psychology in Marketing
Introduction of activityThis demo lecture introduces the key concepts of consumer behavior and marketing psychology. Consumer behavior is the study of how people select, buy and use goods and services to satisfy their needs and wants. Psychological, personal, social and cultural factors play important roles in affecting consumer buying behavior. Marketing psychology attempts to understand the way that consumers think, feel, and buy certain products, including their reactions and preferences to advertising, packaging and marketing of those products. Highlighting the current practices in product advertising and branding, participants will understand what motivates people to buy consumer electronics and fashion products, and how marketers apply psychological insights to influence consumer purchasing decisions.
Format of ActivityDemo lecture, group discussion, game and student sharing
Medium of InstructionCantonese and supplemented with English
Introduction to Instructor(s)Dr. Winnie CHAN
Department of Marketing
Dr. Chan gained working experience in marketing industry and teaching experience in higher education for over fifteen years. Her research and teaching interests lie primarily in the fields of consumer behaviour, advertising, and brand management.
School / DepartmentDepartment of Marketing
Related Undergraduate Programme(s)Bachelor of Business Administration (Honours) in Marketing

Bachelor of Business Administration (Honours) in General Business

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