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Master Programme
Economic & Consumer Psychology
Wilco van Dijk
Coordinator
Economic & Consumer Psychology
What are we talking about
when we talk about …
Economic & Consumer Psychology?
Economic & Consumer Psychology
• Rapidly developing sub-discipline of psychology
• ECP studies the psychological mechanisms that
underlie consumption and other economic
behaviour
• It deals with preferences, choices, & decisions
Choice and Decisions
We are constantly making decisions
– choose a master programme
Some choices require intentional decisions
– whether to buy or rent a house
Others may be more habitual
– accessing Google to look up some information
Our days are filled with …
… countless decisions
… the consequences of our decisions
starting with having tea or coffee in the morning to
choosing a movie to watch in the evening
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And if this is not already hard enough …
… companies and organisations try to influence
our choices and decisions, through marketing
and advertising.
• tempt us to buy their (new and improved) product
• make us save energy
• persuade us to donate money to charity
But how do we decide?
… How rational are our choices?
… How do emotions influence decisions?
… How do we sell products and ideas to others?
As economic behaviours overlap to a large extent with
social behaviours, economic and consumer psychology
has a lot to offer in answering these questions
Master Programme
Economic & Consumer Psychology
Economic & Consumer Psychology
Degree: MSc in Psychology
Duration: 1 year
Start Date: September and February
Language: English
Programme ECP
• Four obligatory courses (20 EC)
• Elective courses (10 EC)
• Thesis (20 EC)
• Internship (10 EC)
Two semesters 60 EC
Economic & Consumer Psychology
Four obligatory courses
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Obligatory courses (20 EC)
Learn to understand and work with a range of
theories, issues and research domains in
economic and consumer psychology
– courses are taught twice annually
The Psychology of Economic Behaviour
Emotions and (Ir)rationality
The Psychology of Selling and Advertising
Applied Data Analysis
Obligatory courses (20 EC)
Learn to understand and work with a range of
theories, issues and research domains in
economic and consumer psychology
– courses are taught twice annually
The Psychology of Economic Behaviour
Emotions and (Ir)rationality
The Psychology of Selling and Advertising
Applied Data Analysis
Economic behaviour is essentially social behaviour
– Saving, bargaining, and consumption all refer to social context
What can social psychology contribute to the understanding
of such economic behaviours?
– How rational is our behaviour? Are we only motivated by self-
interest? How do we deal with uncertainty?
How do the assumptions of economic theory compare to the
most recent insights in social psychology?
The Psychology of Economic Behaviour
Economic behaviour is essentially social behaviour
– Saving, bargaining, and consumption all refer to social context
What can social psychology contribute to the understanding
of such economic behaviours?
– How rational is our behaviour? Are we only motivated by self-
interest? How do we deal with uncertainty?
How do the assumptions of economic theory compare to the
most recent insights in social psychology?
The Psychology of Economic Behaviour
Economic behaviour is essentially social behaviour
– Saving, bargaining, and consumption all refer to social context
What can social psychology contribute to the understanding
of such economic behaviours?
– How rational is our behaviour? Are we only motivated by self-
interest? How do we deal with uncertainty?
How do the assumptions of economic theory compare to the
most recent insights in social psychology?
The Psychology of Economic Behaviour
Emotions and (Ir)rationality
Emotions are important aspects of our lives, but how
do they function in economic behaviour?
• Does sadness increase the price we are will to pay
for a product?
• Does anticipated regret make us choose safely?
• Do we buy more status products when we feel
miserable?
• Does expressing anger gets us a better deal?
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The Psychology of Selling and Advertising
People’s preferences are influenced by many different
contextual factors (consciously and unconsciously)
Focus on contextual influences on preferences from a
marketer’s point of view
• What is the best way to convince your buyers?
• What are the pitfalls of “bad advertising”?
Applied Data Analysis
Acquire skills necessary to analyse your own data to
prepare for your master’s thesis.
Assess and evaluate methodological and statistical
aspects of research conducted by others.
Relevant professional skill
(also for non-research careers!)
Economic & Consumer Psychology
Elective courses
Elective courses (10 EC)
Choose elective courses from social and organisational
psychology, or from the elective courses offered in
other master’s programmes.
Elective courses (10 EC)
Choose elective courses from social and organisational
psychology, or from the elective courses offered in
other master’s programmes.
Examples from Social and Organisational Psychology
• Motivation, Power and Leadership
• Policy and Social Behaviour: Introduction to
Environmental Psychology
Economic & Consumer Psychology
MSc Thesis
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Thesis (20 EC)
Develop a research proposal for your thesis research
(in close interaction with your supervisor)
Learn to integrate and apply the knowledge and skills
acquired during their coursework
(on a topic in economic and consumer psychology)
Data will be collected, analysed, and reported in the thesis
(data collection in the laboratory or in a field setting)
Thesis (20 EC)
• Questionnaires
• Internet surveys
• Experience sampling
• Field experiments
• Lab. experiments
• Computer lab
• Mobile Lab
• Video lab
• Palm tops
• Physio lab
Thesis (20 EC)
• Questionnaires
• Internet surveys
• Experience sampling
• Field experiments
• Lab. experiments
• Computer lab
• Mobile Lab
• Video lab
• Palm tops
• Physio lab
Economic & Consumer Psychology
Internship
Internship (10 EC)
Apply your knowledge in ‘the real world’
Experience and practice the role of a professional
economic and consumer psychologist
Apply your knowledge and skills in a more ‘practical way’
Work in an organisation that fits your interests
Economic & Consumer Psychology
Career prospects
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Career Prospects
Wide range of positions in the private and
public sector
– advertising or communication consultant
– marketing or advertising researcher
– marketing manager
– data analyst
– public relations officer
– and the like
Career Prospects
You are also very well placed in government
and non-profit organisations
– conducting and evaluating research
– designing and evaluating polices and
programmes in communication
– marketing
– advertising
– environmental protection
– and other fields of application
Economic & Consumer Psychology
Admission
Entry Requirements
BA degree in Psychology from LU
– 3rd year (10 EC) course in S&O psychology
BA degree in Psychology from another university
– level of knowledge of statistics BSc (LU)
or equivalent degree
Economic & Consumer Psychology
Questions?
Economic & Consumer Psychology
Frequently asked questions
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• Can I take courses in a different order?
• When will I complete my degree?
• Can I combine my thesis and internship?
• Can I take courses in a different order?
always start with obligatory courses
• When will I complete my degree?
within 12 months (but limit competing activities)
• Can I combine my thesis and internship?
not recommended – only on approval
• Can I take courses in a different order?
always start with obligatory courses
• When will I complete my degree?
within 12 months (but limit competing activities)
• Can I combine my thesis and internship?
not recommended – only on approval
• Can I take courses in a different order?
always start with obligatory courses
• When will I complete my degree?
within 12 months (but limit competing activities)
• Can I combine my thesis and internship?
not recommended – only on approval
• How to find an internship?
• When to start searching for an internship?
• Can I do an extended internship?
• How to find an internship?
personal network (data base backup)
• When to start searching for an internship?
as soon as you can!
• Can I do an extended internship?
yes, but complete degree requirements first
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• How to find an internship?
personal network (data base backup)
• When to start searching for an internship?
as soon as you can!
• Can I do an extended internship?
yes, but complete degree requirements first
• How to find an internship?
personal network (data base backup)
• When to start searching for an internship?
as soon as you can!
• Can I do an extended internship?
yes, but complete degree requirements first
Economic & Consumer Psychology
More information?
More information?
• Website
– Leiden university
• Coordinator programme
Master Programme
Economic & Consumer Psychology
. answering these questions
Master Programme
Economic & Consumer Psychology
Economic & Consumer Psychology
Degree: MSc in Psychology
Duration: 1 year
Start. 1
Master Programme
Economic & Consumer Psychology
Wilco van Dijk
Coordinator
Economic & Consumer Psychology
What are we talking