Learning objectives
The course aims to offer an overview on the main theories and methods of Consumer Psychology applied to food and healthy nutritional styles. In particular, the course will highlight the main applications of Consumer Psychology to support consumers’ intelligence processes related to the food sector. Finally, the course will introduce the main models of Psychology applied to Consumers Education and to behavioral change.
The course intends support students in acquiring introductory knowledge and skills related to psychological mechanism of food behaviors and to sustain their future ability in planning strategies and interventions aimed to (1) produce intelligence on food consumptions and market dynamics and (2) in orienting educational and communication campaigns aimed to orient and sensitize consumers.
More into details, the Course has the following 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
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Course unit content
COURSE CONTENT
Elements of Psychology and application to consumptions dynamics and food market trends 0.5 CFU
The analysis of consumers’ needs, wants and motivations and its implication for food choices and consumption behaviours: theories, models and applications 1.0 CFU
The analysis of consumer’s perception mechanisms, selection of stimula and selective attention and their implication for food choices and consumption behaviours 1.0 CFU
The process of learning from a behavioural and socio-cognitive perspective: theories and models applied to consumer food intelligence and consumers’ food education 1.0 CFU
The process of decision making and its different mechanisms applied to purchaice choices and food behaviours: theories and models applied to consumer food intelligence and consumers’ food education 1.0 CFU
Personality, attitudes and values which drives consumers’ food choices and nutritional behaviours 1.0 CFU
Application of Consumer Psychology to food choices: case studies on the main current trends in food consumption 0.5 CFU
Principles of consumers’ intelligence methods and research frameworks: an introduction 0.5 CFU
Full programme
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Bibliography
READING LIST
G. GRAFFIGNA, COURSE GUIDELINES, 2020
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 course will adopt a highly experiential and interactive didactic approach.
Moment of frontal lecturing will alternate with discussion of case histories and exercises in class and at distance under the supervision of the Professor
Assessment methods and criteria
The oral exam will be related to knowledge acquired during the course and in the bibliographic material (this will count the 60% of the final mark). Oral exam will assess students’ ability to critically reflect on the notions passed during the course and by the bibliographic references (this will count 20% of the final mark). Furthermore, the oral exam will assess students’ ability to apply theoretical notions to the discussion of practical cases of food consumption, by mentioned real cases or by making proposing potential applicative situations for the theoretical notions acquired (this will count 20% of the final mark).
In case the current Covid-19 health emergency does not allow frontal teaching, remote teaching will be carried out through synchronous or asynchronous procedures that will be promptly notified to students
Other information
Professor Guendalina Graffigna will receive students after classes or by appointment
