Learning objectives
Knowledge and understanding
At the end of the course, the student will be able to know and understand:
1. the main theories and the main models of psychology applied to the comprehension of consumers’ food behaviours
2. the main approach to the analysis of consumer food psychology
Applying knowledge and understanding
At the end of the course, the student will be able to:
1. Identify the main situations which require the application of psychological theories and techniques for the analysis of food consumption
2.correctly select among the different theoretical models of consumer psychology to deal with specific research and applied cases
Making judgements
At the end of the course, the student will be able to:
1. recognize the research questions which require a psychological approach to the analysis of consumer food behaviours
2. select among the main theoretical models of psychology to produce knowledge on food consumption behaviours
Communication skills
At the end of the course, the student will be able to:
1. mastering the technical psychological language in describing the psychological processes at the basis of food consumption behaviours
2. argument with adequate confidence for the choice of one specific theoretical approach and analysis model to assess food consumption psychology
Learning skills
At the end of the course, the student will be able to:
1.autonomously critically assess one own level of knowledge and skills in the analysis of food consumption psychology
2. identify adequate sources to deepen and improve their knowledge about food consumption psychology
Prerequisites
None
Course unit content
The course aims to offer an overview on the main theories and methods of Consumer Psychology applied to food consumption and healthy food choices.
In particular, the course will highlight the main applications of Consumer Psychology to support consumers’ intelligence processes related to the analysis of consumers’ risk perception and consumers’ heathy food choices.
Finally, the course will introduce the main models of Psychology applied to Consumers Education and to behavioral change in order to orient interventions aimed at sustaining consumers’ safe food behaviours and to orient a correct pubic perception of food risks.
The course intends supporting students in acquiring introductory knowledge and skills related to psychological mechanisms related to food behaviors and to sustain their future ability in planning strategies and interventions aimed to (1) produce intelligence on food consumptions and healthy behaviours and (2) in orienting educational and communication campaigns aimed to orient and sensitize consumers about food safety and correct risk management in food choices
Full programme
1. Elements of Psychology and application to consumptions dynamics and food market trends
2. The analysis of consumers’ needs, wants and motivations and its implication for food choices and consumption behaviors: theories, models and applications
3. The analysis of consumer’s perception mechanisms, selection of stimuli and selective attention and their implication for food choices and consumption behaviors
4. The process of learning from a behavioral and socio-cognitive perspective: theories and models applied to consumer food intelligence and consumers’ food education
5. The process of decision making and its different mechanisms applied to purchase choices and food behaviors: theories and models applied to consumer food intelligence and consumers’ food education
6. Personality, attitudes and values which drives consumers’ food choices and nutritional behaviors
7. Application of Consumer Psychology to food choices: case studies on the main current trends in food consumption
8. Principles of consumers’ intelligence methods and research frameworks: an introduction
Bibliography
G. GRAFFIGNA, Course Guidelines, 2020-21.
M. CONNOR-C.J. ARMITAGE, The Social Psychology of Food, Open University Press, 2002.
A.J. KIMMEL, Psychological Foundations of Marketing, Routledge, (Selected chapter: 1 to 6), 2013.
Teaching methods
The lessons will be held with the support of power point presentations.
Working groups will be organized on plant health topics of interest for the students, mainly on plant health and its impact on selected crop chains.
The course will be integrated with seminars on specific topics relevant for plant health (EFSA expert from Plant Health panel; .)
Assessment methods and criteria
A diagnostic assessment will be managed at the beginning of the course. It will be managed with oral questions and a general discussion with the students.
A formative assessment will be managed around mid-course. It will be written and organized with open questions.
Summative assessment will be written. The written examination will contain open questions on the main course topics, both on the general aspects of pests, their impact crop production, quantitative and qualitative aspects, and pest management in different cropping systems, so as on relevant pests in selected value crop chains.
Other information
Lesson frequency is not mandatory, but strongly encouraged.
