| 授業名 | Consumer Psychology |
|---|---|
| Course Title | Consumer Psychology |
| 担当教員 Instructor Name | Jeeyoon Jeong |
| コード Couse Code | NUC468_N25B |
| 授業形態 Class Type | 講義 Regular course |
| 授業形式 Class Format | On Campus |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 学位 Degree | BBA |
| 開講情報 Terms / Location | 2025 UG Nisshin Term4 |
授業の概要 Course Overview
Mission Statementとの関係性 / Connection to our Mission Statement
This course explores how consumer psychology drives behavior, decisions, and preferences in the marketplace. Through real-world case studies, students will analyze consumer motivations, identity, emotions, social influence, and brand perception in diverse industries. Students will develop practical insights into how psychology informs effective marketing and brand strategies. By promoting interactive case discussions and critical reflection on consumer behavior, this course helps students become frontier-minded professionals who understand the psychological foundations of marketing strategy. Students will engage in global, ethical, and innovative perspectives on consumer engagement.
授業の目的（意義） / Importance of this course
Understanding consumer psychology is key to success in marketing, branding, and product development. Understanding why consumers act as they do—beyond just what they do—enables companies to connect more deeply and strategically with their customers. This course equips students with applied psychological tools to make marketing more customer-centric and effective.
到達目標 / Achievement Goal
- Analyze how psychological principles apply to real-world consumer behavior.
- Evaluate marketing strategies from a consumer-centric perspective.
- Discuss and present ideas clearly using case evidence and class debate.
- Build awareness of cultural and ethical factors in marketing to diverse consumers.
- Evaluate marketing strategies from a consumer-centric perspective.
- Discuss and present ideas clearly using case evidence and class debate.
- Build awareness of cultural and ethical factors in marketing to diverse consumers.
本授業の該当ラーニングゴール Learning Goals
*本学の教育ミッションを具現化する形で設定されています。
LG1 Critical Thinking
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
受講後得られる具体的スキルや知識 Learning Outcomes
- Apply psychological concepts such as identity, motivation, perception, and emotion to real business cases.
- Understand cross-cultural consumer differences and evolving consumer trends.
- Develop psychologically informed recommendations for brand positioning and engagement.
- Improve discussion, debate, and presentation skills through interactive learning.
- Understand cross-cultural consumer differences and evolving consumer trends.
- Develop psychologically informed recommendations for brand positioning and engagement.
- Improve discussion, debate, and presentation skills through interactive learning.
SDGsとの関連性 Relevance to Sustainable Development Goals
Goal 4 質の高い教育をみんなに（Quality Education）
教育手法 Teaching Method
| 教育手法 Teaching Method | % of Course Time | |
|---|---|---|
| インプット型 Traditional | 20 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 80 % |
| フィールドメソッド Field Method | 0 % | 合計 Total | 100 % |
事前学修と事後学修の内容、レポート、課題に対するフィードバック方法 Pre- and Post-Course Learning, Report, Feedback methods
In-class participation, Group Discussion, Group Presentation, and Final Report
授業スケジュール Course Schedule
第1日（Day1）
Trend Psychology●使用するケース
Gong Cha's Return to Singapore: Rebuilding a Popular Bubble Tea Franchise第2日（Day2）
Identity, social media, personal branding●使用するケース
Influencer's Image: Crafting a Strong Career and Personal Brand第3日（Day3）
Masculinity, culture, and marketing●使用するケース
"No More Uncle": Asian Men's Beauty Care in the Forefront of Gender-Neutral Marketing第4日（Day4）
Brand Loyalty & Emotion in Fast Fashion●使用するケース
UNIQLO: Relaunching +J Collection第5日（Day5）
AI, AR, and the psychology of personalization●使用するケース
Sephora: Transforming the Beauty Experience through Technology第6日（Day6）
Influence & Trust●使用するケース
Influencer's Image: Crafting a Strong Career and Personal Brand第7日（Day7）
Ethics and sustainability●使用するケース
Shake Shack: Can an Enlightened Burger Company Steer Away from Beef?成績評価方法 Evaluation Criteria
*成績は下記該当項目を基に決定されます。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
| 講師用内規準拠 Method of Assessment | Weights |
|---|---|
| コールドコール Cold Call | 10 % |
| 授業内での挙手発言 Class Contribution | 60 % |
| クラス貢献度合計 Class Contribution Total | 70 % |
| 予習レポート Preparation Report | 0 % |
| 小テスト Quizzes / Tests | 0 % |
| シミュレーション成績 Simulation | 0 % |
| ケース試験 Case Exam | 0 % |
| 最終レポート Final Report | 30 % |
| 期末試験 Final Exam | 0 % |
| 参加者による相互評価 Peer Assessment | 0 % |
| 合計 Total | 100 % |
評価の留意事項 Notes on Evaluation Criteria
教科書 Textbook
- 「 」 （）
参考文献・資料 Additional Readings and Resource
授業調査に対するコメント Comment on Course Evaluation
担当教員のプロフィール About the Instructor
Jeeyoon Jeong is an Assistant Professor at NUCB Business School. Before joining NUCB, she was a Research Professor at Korea University Business School. She received her Ph.D. in Management with a focus on Organizational Behavior from Korea University Business School, South Korea. Her research has been published extensively in international journals including Personnel Review, Journal of Management Development, Baltic Journal of Management, Current Psychology, and Frontiers in Public Health. Her research interests span leadership, AI adoption in organizations, knowledge management, human resource management practices, and entrepreneurship.
Refereed Articles
- (2025) Driving creativity in the AI-enhanced workplace: roles of self-efficacy and transformational leadership. Current Psychology 44
- (2025) Strengthening the Impact of Service-oriented HRM on Frontline employees The Moderating Role of Benevolent Leadership. Korean Research Institute of Corporate Management 16(2):
- (2025) Fostering proactivity in the age of AI: exploring the interplay of job reflection and coaching leadership. Baltic Journal of Management 1746-5265
- (2025) Corporate Social Responsibility and Employee Green Behavior: The Mediating Role of Moral Attentiveness and Moderating Effect of Ethical Leadership. The Journal of Internet Electronic Commerce Research 25(2): 1598-1983
- (2025) Exploring the impact of team identification on employee work behavior: the mediating role of knowledge sharing. Journal of Management Development 44 0262-1711
Refereed Proceedings
- (2023). Team-oriented Human Resource Management Practices and Team Voice: A Social Construction Process View. Academy of Management Proceedings .The 83rd Annual Meeting of the Academy of Management. 1. 2. Boston, Massachusetts, USA.
- (2023). Forgiveness and Affiliative Responses to Workplace Incivility. Academy of Management Proceedings 2023 .Academy of Management Proceedings 2023 . 1. 2. Boston, Massachusetts, USA.