Module 2 – Psychological aspects behind customer experiences

5 February – 4 March
Facilitator: Professor Margareta Friman

In the second module, the basic psychological mechanisms behind customer experiences are presented. Participants will get acquainted with concepts such as satisfaction, cognition, quality, emotions, disconfirmation, and subjective well-being. After completing this module participants will have an understanding of the customer experience from the customers perspective. 



Participants will after the module
– know and understand relevant psychological theories related to customer experiences
– have a basic knowledge of cognitive and emotional dimensions of experiences
– understand the concepts of expectations and forecasting
– be able to reflect upon potential consequences of customer experiences for well-being
– be able to link the psychological theories of experiences to their professional context


Cognition and the disconfirmation model – Margareta Friman
What is satisfaction? This video explains the concept and how satisfaction judgments are formed by the customer.

Expectations and the disconfirmation model – Tore Pedersen
The video discusses the role of expectations and their nature regarding the disconfirmation model of satisfaction.

Quality: The object of desire – Margareta Friman
This video explains service quality and its relationship to customer satisfaction.

Emotions in Customer Experience – Lars E Olsson
The video discusses the role of emotions regarding the disconfirmation model of satisfaction.

Consumer Wellbeing – Lars E Olsson
This video explains subjective wellbeing, its components and the realtions to customer experiences.



Individual study
Watch the video resources and read the course literature (see below). You may also conduct your own search for literature with for example Google Scholar and share resources you find useful via Twitter using hashtag #uce72.
Tips on how to find articles and other literature

Reflective blog posts
This course is very much about reflection as well as learning through writing and commenting. This work is done on personal blogs. In your blog posts you should reflect upon the content of this module and refer to the videos and the literature, or other literature related to the topic.

Post your texts in your connected blog . All posts will be shown on the course front page. Each week of the module will have a certain blogging activity. For details see below.

Comment on other blogposts
Each week we want you to read and comment on at least three posts by other participants.

Webinars & Tweetchats
In almost every week, we will meet for a webinar in Zomm or facilitate a Tweetchat. See each week for times and details.
Link to webinar:
Learn more about tweetchats.


Week 1
Blog about your expectations of the module and in what way it will be of benefit to you (and/or to your organisation/business).

Read and comment on at least three posts by other participants.

Webinar: Thursday, 8 February 12.00 – 13.00 CET (check your timezone) – watch the recording
We meet as always in:

Week 2
Blog: Reflect upon the two sides of satisfaction; perception of quality and emotional reactions, and relate this to how you view and work with customer satisfaction in your business/organization. Any lessons learned from the course yet?

Read and comment on at least three posts by other participants.

Tweetchat: Friday, 16 February 12.00 – 13.00 CET – (check your timezone) – read all tweets from the tweetchat

More information about the Tweetchat.

Week 3

Blog: Has this module so far lived up to your expectations from Blog 1? Relate to theories and present your thoughts of the role of expectations for you (and/or your customers).

Read and comment on at least three posts by other participants.

Webinar: Friday, 23 February 12.00 – 13.00 (check your timezone) – watch the recording
We meet as always in:

Week 4
Blog: Reflect upon short- and long-term effects of customer experiences. Can we make people (un)happy?

Read and comment on at least three posts by other participants.



Assignment: ”Analysis of customer experiences in your company/organization”

In this assignment you should develop knowledge of the module theme, linked to your professional context. Your task is to analyse different aspects of customers’ experiences with your organization. Build your analysis on relevant theories and/or models from the literature provided in the module. You are free to also use and reflect on other theories, models, and concepts taken from other literature if they are shown to be fruitful and relevant for your analysis. Besides analysing the current contexts for customers’ experiences, you should make some conclusion regarding how your company can develop and improve experiences of the customers. Language can be either English or Swedish. Results of your learning efforts should be described in a short module report (see details below).

Make relevant limitations in your assignment and explain different premises of your analysis (e.g. how you prioritize between breadth and depth in your analysis and what aspect you want to focus on). Please, use headlines to structure the content.

As an examination of this module a written report should be handed in consisting of maximum 3 pages written text (i.e. approx. 1 000 words, excluding front page, content list, references, appendixes etc). Hopefully, you can build on your blog posts for the module and the comments you received from others in this work. Strive for a good written structure in the text and an interesting argumentation. Use references (course literature, books, media, etc.) to back up your arguments where appropriate. As a complement, you may upload short film clips, pictures, or other sources of information as complementary information.

The maximum points for the assignment is 20, which means that 12 points are needed for a pass (G) and 16 points for a pass with distinction (VG).

Examination criteria
Your report will be evaluated on the five following criteria:

1 Reflections and depth of analysis.

2 Findings, solutions, recommendations.

3 Theory use and contextual explanations.

4 Structure and argumentation in the text.

5 Use of space (pages), creativity, and visualization.

You can hand in your report here where you can also access a sample report. In order to do this you need to login with your Student-ID.

Deadline: Monday, 5 March 08.00 CET


Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 460 – 469.

Wilson, T. D., & Gilbert, D. T. (2003). Affective forecasting. In: M. P. Zanna (ed), Advances in Experimental Social Psychology, 35, 345–411, Waterloo, Ontario: Academic Press.

Guevarra, D. A., & Howell, R. T. (2015). To have in order to do: exploring the effects of consuming experiential products on well-being. Journal of consumer psychology, 25(1) 28-41.


Diener, E., Lucas, R., Schimmack, U., & Helliwell, J. (2009). Well-being for public policy. Oxford University Press, Oxford, New York.

Diener, E. & Napa Scollon, C. (2014). The What, Why, When, and How of Teaching the Science of Subjective Well-Being. Teaching of Psychology, 41, 175-183, doi:10.1177/0098628314530346

Kahneman, D., Diener, E., & Schwarz, N. (Eds.) (1999). Well-Being: Foundations of Hedonic Psychology. Russel Sage: New York.

Oliver, R. R. (2010). Satisfaction: A behavioral perspective on the consumer. (2nd ed.) M.E. Sharpe Inc.: New York.

Olsson, L. E., Gärling, T., Ettema, D., Friman, M., & Fujii, S. (2012). Happiness and satisfaction with work commute. Soc. Indic. Res. 111, 255–263

A summary of empirical findings related to “The Tyranny of Choice” in The Economist (2010).