Consumer Behavior

Objectives

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

Code

2330

Credits

3.5

Responsible teacher

Luís Fructuoso Martinez

Hours

Weekly - Available soon

Total - Available soon

Teaching language

English

Prerequisites

n/a

Bibliography

Martinez, L.F., Zeelenberg, M., & Rijsman, J.B. (2011). Regret, disappointment and the endowment effect. Journal of Economic Psychology, 32(6), 962-968. https://doi.org/10.1016/j.joep.2011.08.006

Offergeld , T., Martinez, L.F., & Ferreira, A.I. (2020). A train of thought in product experientiality: Working memory, distraction, and inconsistencies in cue order effects. Journal of Retailing and Consumer Services, 53, 101971. https://doi.org/10.1016/j.jretconser.2019.101971

Wiederhold , M., & Martinez, L.F. (2018). Ethical consumer behaviour in Germany: The attitude behaviour gap in the green apparel industry. International Journal of Consumer Studies, 42(4), 419 429. https://doi.org/10.1111/ijcs.12435

Teaching method

The course will be delivered through twelve sessions (two each week), following a theoretic-practical approach. Most sessions will consist of lectures and discussions on course topics (including examples, case-studies and class discussions). The final 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: (1) Expositional - presentation of the theoretical reference frameworks; (2) Participative - illustration, analysis and resolution of application exercises; (3) Active - conducting individual and group work; (4) Self-study - related to students' autonomous work, which will help them to integrate and consolidate their knowledge.

Evaluation method

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 10/20 points to pass. Students are not allowed to consult reading materials.

B. Group assignment: (50%) – Group work on a specific CB topic. Students should 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

1. Introduction.

2. The consumers' psychological core.

3. The process of consumer decision-making.

4. The consumers' culture.

5. Consumer Behavior outcomes and issues.

Programs

Programs where the course is taught: