Consumer Behavior Insights


1. Improve the understanding of consumer behavior
2. Provide practical consumer insights for business
3. Develop the analytical capacity of the consumer purchasing decision process

General characterization





Responsible teacher

Diego Costa Pinto


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English




- Babin, B. and Harris, E. (2015). Consumer behavior (CB7). South-Western College Pub.
- Blackwell, R., Miniard, P., Engel, J. (2005). Consumer Behavior. South-Western College Pub.
- Solomon, M. (2016). Consumer Behavior: Buying, Having, and Being (12th Edition) 12th Edition, Pearson.

Teaching method

The curricular unit is based on theoretical-practical classes. Several teaching strategies are applied, including workshops, project-based learning and case studies.

Evaluation method

1st call:
Exam: 30%
Consumer Insights: 20%
Consumer Report: 50%
2nd call:
Exam: 80 %
Consumer Report: 20%

Subject matter

The curricular unit is organized in Learning Units:
1. Consumer Behavior Insights
2. Understanding the Consumer
3. Psychological Principles of Motivation
4. Consumer Identities
5. Perception and Learning
6. The Science of Persuasion
7. Social and Cultural Influence
8. Consumer Decision Making Process
9. Emerging themes in consumer behavior