Consumer Behaviour
Objectives
- Acquire a conceptual framework for analyzing consumer behavior problems.
- Learn how consumer behavior can be affected by different marketing and communication strategies;
- Show how behavioral evidence can be used to assess marketing and communication strategies;
- Develop a deeper understanding of consumer behavior based on the most relevant psychological and sociological theories;
- Gain experience in applying these theories to real consumer behavior problems.
General characterization
Code
02107696
Credits
10.0
Responsible teacher
Pedro Manuel do Espírito Santo
Hours
Weekly - 3
Total - 280
Teaching language
Portuguese
Prerequisites
Available soon
Bibliography
- Alba, J. W. (Ed.). (2011). Consumer Insights: Findings from Behavioral Research. Marketing Science Institute.
- Ariely, D. (2010). Predictably irrational: the hidden forces that shape our decisions. (Revised and Expanded Edition). HarperCollins Publishers.
- Cialdini, R. B. (2006). Influence: the psychology of persuasion (Revised Edition). Harper Business.
- Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior (6th Edition), South-Western, 2012.
- Kardes, Frank R. (2001) Consumer Behavior and Managerial Decision Making (2nd edition), Prentice Hall.
- Underhill, P. (2008). Why we buy: The science of shopping (Revised Edition). Simon & Schuster
Teaching method
The seminar theoretical / practical will promote various forms of effective learning, including case discussions, lectures, readings and practical exercises (individually and / or in group). Proficiency in English is essential, as the case studies presented and most of the recommended bibliography are in that language.
Evaluation method
Assessment - By the conclusion of the course, participants will write individually one case analysis. The style of the report will be as if the students were working as consultants for a company, based on a real life case(100%)
Subject matter
1. Needs and Motivations
2. Attention and Perception
3. Learning and Memory
4. Attitudes and Persuasion
5. Information Search
6. Choices and Decisions
7. Shopping
8. Consumption and Satisfaction
9. Consumer Loyalty
10. Consumer Diversity
11. Social Influences
12. Cultures and Sub-Cultures