| 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.
学修到達目標 / Achievement Goal
- Analyze how psychological principles apply to real-world consumer behavior across different cultural contexts
- Evaluate marketing strategies from a consumer-centric perspective using case-based evidence
- Discuss and present ideas clearly using case evidence and structured debate
- Build awareness of cultural, ethical, and sustainability factors in marketing to diverse global consumers
- Apply consumer psychology frameworks to develop strategic business recommendations
- Evaluate marketing strategies from a consumer-centric perspective using case-based evidence
- Discuss and present ideas clearly using case evidence and structured debate
- Build awareness of cultural, ethical, and sustainability factors in marketing to diverse global consumers
- Apply consumer psychology frameworks to develop strategic business recommendations
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
- Analyze the impact of technology and sustainability on consumer behavior
- 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
- Analyze the impact of technology and sustainability on consumer behavior
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）
Brand Crisis and Consumer Perception●使用するケース
UNIQLO: Relaunching +J Collection第2日（Day2）
Cultural Identity and Masculinity in Marketing●使用するケース
"No More Uncle": Asian Men's Beauty Care in the Forefront of Gender-Neutral Marketing第3日（Day3）
Community Building and Premium Brand Psychology●使用するケース
Lululemon Athletica第4日（Day4）
Brand Recovery and Global Adaptation●使用するケース
McDonald's: Profile on Its Rise, Descent, and Return第5日（Day5）
Technology, AI, and Personalized Consumer Experience●使用するケース
Sephora: Transforming the Beauty Experience through Technology第6日（Day6）
Sustainability and Values-Based Consumer Behavior●使用するケース
Shake Shack: Can an Enlightened Burger Company Steer Away from Beef?第7日（Day7）
Market Expansion and Consumer Occasion Creation●使用するケース
Starbucks: New Dining Occasions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 (Luna) 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 ABDC A-ranked journals including Journal of Knowledge Management and Personnel Review. Her research interests span leadership, organizational AI adoption, knowledge management, human resource management, and congruence effect.
Refereed Articles
- (2025) The Innovative Side of AI Adoption in South Korea: How Job Crafting and Technology Self-Efficacy Influence Employee Innovative Work Behavior. Asia Pacific Business Review forthcoming
- (2025) Job Stress, Emotional Exhaustion, Work-Family Conflict: Moderated Mediation Model. Journal of Chinese Human Resources Management forthcoming
- (2025) Seeing eye to eye: how perceptual congruence in knowledge sharing drives group task performance and organization-directed citizenship behavior. Journal of Knowledge Management in press
- (2025) Uncivil customers and work-family spillover: examining the buffering role of ethical leadership. BMC Psychology 13
- (2025) Organizational AI investment and its ripple effects: an investigation of job insecurity, coworker conflict and work–family conflict. Personnel Review in press
Refereed Proceedings
- (2025). From Global Green HRM to Local Green Behavior: An Integrated Supervisory Influence Framework in MNE. Academy of Management Proceedings .The 85th Annual Meeting of the Academy of Management. 1. 2. Copenhagen, Denmark
- (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.