Consumer Behavior


This course introduces Masters’ students to the field of consumer behavior. The main focus is on the ability to a better understanding of the mechanisms and clues to when, where, why and how consumers make decisions.

General characterization





Responsible teacher

Luís Fructuoso Martinez


Weekly - Available soon

Total - Available soon

Teaching language






Hoyer, W.D., MacInnis, D.J., & Pieters, R. (2013). Consumer Behavior (6th International Edition). Independence, KY: South-Western Cengage Learning.


Graves, P. (2010). Consumer.ology. London, UK: Nicholas Brealey Publishing.

Haugtvedt, C.P., Herr, P.M., & Kardes, F.R. (Eds.) (2008). Handbook of Consumer Psychology. New York: Psychology Press, Taylor & Francis Group.

Solomon, M.R., Bamossy, G.J., Askegaard, S.T., & Hogg, M.K. (2013). Consumer Behaviour: A European Perspective (5th Edition). Essex, UK: Pearson Education.


PowerPoint slides for the lectures and class handouts. Exercises and cases to discuss in class. Additional readings will be provided during the course.

Teaching method

The course will be delivered through twelve sessions (two each week), following a theoretic-practical approach. The first eight sessions will consist of lectures on course topics (including examples, case-studies and class discussions) and the last four sessions will be reserved for group work oral presentations. Students should prepare for class discussions by reading the mandatory literature and doing the recommended exercises every week.

Thus, the following learning-teaching methodologies will be used:

  • Expositional – Presentation of the theoretical reference frameworks.

  • Participative – Illustration, analysis and resolution of application exercises.

  • Active – Conducting individual and group work.

  • Self-study – Related to students’ autonomous work, which will help them to integrate and consolidate their knowledge.

All these teaching methodologies will allow students to accomplish the intended learning objectives.

Evaluation method

The final exam is mandatory and must cover the entire span of the course. Its weight in the final grade can be between 30 to 70%. The remainder of the evaluation can consist of class participation, midterm exams, in class tests, etc. Overall, written in class assessment (final exam, midterm) must have a weight of at least 50%.

Students should prepare for class discussions by reading the mandatory literature and doing the recommended exercises every week.

A. Final individual exam: (50%) – The final exam is mandatory. Students must obtain a minimum grade of 9.5/20 to pass. Students are not allowed to consult reading materials.

B. Group assignment: (50%) – Group work on a specific CB topic. Students should form groups of 4 or 5 people and deliver both an oral presentation and a consultancy-format (PowerPoint) based report.

The instructor may include some grade adjustments for class attendance and participation.

Subject matter

- An introduction to consumer behavior: understanding consumer behavior, consumer society, developing information about consumer behavior.

- The psychological core: motivation, comprehension, memory, attitudes.

- The process of making decisions: problem recognition and information search, judgment and decision-making, post-decision processes.

- The consumer´s culture: groups and social influences, consumer diversity and cultural differences, household and social class influences, psychographics (values, personality, and lifestyles).

- Consumer behavior outcomes and issues: innovations, symbolic consumer behavior, ethics and social responsibility.


Programs where the course is taught: