LECTURE 1
Consumer and Economic Psychology - Introduction
Course Overview: This course provides insights into the psychological processes that influence
consumer behavior and economic decisions. It covers how individuals make economic
decisions, evaluate risks, and how products and services affect consumer choices.
● Key Definitions:
- Consumer Psychology → A field of psychology that focuses on understanding
consumers' decision-making processes and their relationship with products and brands.
- Economic Psychology → Focuses on the psychological mechanisms behind economic
behaviors, including how people make financial decisions and the effects of economic
events (such as inflation or unemployment) on psychological well-being.
● Behavioral Components of the Course:
○ The course focuses on Multimodal Consumer Behavior, studying not just
individual behavior but the social dynamics and cognitive processes behind them.
○ Assignments involve understanding psychological theories and applying them to
real-world situations.
LECTURE 2
Poverty and Irrational Financial Behavior (Martijn Keizer)
→ Exploring how poverty influences financial decision-making and consumer behavior, with a
focus on debtor behavior in the Netherlands.
● Phases of Debtor Behavior:
- Carelessness/Optimism: Individuals often underestimate the growing severity of their
financial issues, thinking they will resolve themselves, which delays seeking help and
makes the problem worse.
- Powerlessness/Defeatism: As debts escalate, individuals may adopt a victim mentality,
feeling helpless and unable to take control of their financial situation. External pressure
or threats can sometimes trigger the desire to seek help.
, ● Barriers to Seeking Help:
→ Primary barriers include feelings of shame, underestimating the issue, perceived lack of
control, and unreasonable optimism.
→ Secondary barriers like misinformation and denial also contribute.
● Psychological Impact of Poverty: Poverty impedes cognitive function by creating
mental load, making it difficult for individuals to make informed and rational financial
decisions. This is due to constant stress and worry about meeting basic needs, leaving
less mental capacity for long-term planning.
● Behavioral Consequences: Due to cognitive impairments caused by poverty,
individuals may make irrational financial decisions, such as failing to seek debt relief or
accumulating further debt. External interventions (e.g., debt collection services or
encouragement) are often necessary for behavior change.
LECTURE 3
Social Inequality and Education (Toon Kuppens)
→ The role of education in social inequality, focusing on its impact on consumer behavior and
social identity.
● Dimensions of Social Inequality:
- Income and Education:
○ Both play significant roles in social stratification, but education often has a
stronger influence on social status and consumer behavior than income.
- Meritocracy and Education:
○ While education is often seen as a pathway to social mobility and a meritocratic
system, it can also perpetuate inequality. The educational system tends to favor
those from higher socio-economic backgrounds, reinforcing existing social
divides.
- Education as a Social Identity:
○ Education has become an essential part of personal identity, influencing not just
social status but consumption habits, values, and preferences. For example,
those with higher education are more likely to engage in pro-environmental
consumption.
Consumer and Economic Psychology - Introduction
Course Overview: This course provides insights into the psychological processes that influence
consumer behavior and economic decisions. It covers how individuals make economic
decisions, evaluate risks, and how products and services affect consumer choices.
● Key Definitions:
- Consumer Psychology → A field of psychology that focuses on understanding
consumers' decision-making processes and their relationship with products and brands.
- Economic Psychology → Focuses on the psychological mechanisms behind economic
behaviors, including how people make financial decisions and the effects of economic
events (such as inflation or unemployment) on psychological well-being.
● Behavioral Components of the Course:
○ The course focuses on Multimodal Consumer Behavior, studying not just
individual behavior but the social dynamics and cognitive processes behind them.
○ Assignments involve understanding psychological theories and applying them to
real-world situations.
LECTURE 2
Poverty and Irrational Financial Behavior (Martijn Keizer)
→ Exploring how poverty influences financial decision-making and consumer behavior, with a
focus on debtor behavior in the Netherlands.
● Phases of Debtor Behavior:
- Carelessness/Optimism: Individuals often underestimate the growing severity of their
financial issues, thinking they will resolve themselves, which delays seeking help and
makes the problem worse.
- Powerlessness/Defeatism: As debts escalate, individuals may adopt a victim mentality,
feeling helpless and unable to take control of their financial situation. External pressure
or threats can sometimes trigger the desire to seek help.
, ● Barriers to Seeking Help:
→ Primary barriers include feelings of shame, underestimating the issue, perceived lack of
control, and unreasonable optimism.
→ Secondary barriers like misinformation and denial also contribute.
● Psychological Impact of Poverty: Poverty impedes cognitive function by creating
mental load, making it difficult for individuals to make informed and rational financial
decisions. This is due to constant stress and worry about meeting basic needs, leaving
less mental capacity for long-term planning.
● Behavioral Consequences: Due to cognitive impairments caused by poverty,
individuals may make irrational financial decisions, such as failing to seek debt relief or
accumulating further debt. External interventions (e.g., debt collection services or
encouragement) are often necessary for behavior change.
LECTURE 3
Social Inequality and Education (Toon Kuppens)
→ The role of education in social inequality, focusing on its impact on consumer behavior and
social identity.
● Dimensions of Social Inequality:
- Income and Education:
○ Both play significant roles in social stratification, but education often has a
stronger influence on social status and consumer behavior than income.
- Meritocracy and Education:
○ While education is often seen as a pathway to social mobility and a meritocratic
system, it can also perpetuate inequality. The educational system tends to favor
those from higher socio-economic backgrounds, reinforcing existing social
divides.
- Education as a Social Identity:
○ Education has become an essential part of personal identity, influencing not just
social status but consumption habits, values, and preferences. For example,
those with higher education are more likely to engage in pro-environmental
consumption.
