Nova School of Business and Economics

Consumer Behavior

Code

2330

Academic unit

null

Department

null

Credits

3,5

Teacher in charge

Luís Fructuoso Martinez

Teaching language

English

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.

The first learning goal understanding the key components and research approaches on consumer behavior will be covered by the introduction chapter.

The second learning goal describing the consumers psychological core: motivation, comprehension, memory, and attitudes towards consumption will be covered by the psychological core chapter.

The third learning goal explaining the process of making consumption decisions and the fourth learning goal understanding that the consumers decisions are not always rational and demonstrating that emotions play a role in their choices will be covered by the process of making decisions chapter.

The fifth learning goal illustrating consumer diversity and assessing how cultural and social issues can affect consumer behavior will be covered by the consumer´s culture chapter.

The sixth learning goal being able to define consumer ethics and identify some of the issues that arise from unethical or deviant consumption behavior will be covered by the consumer behavior outcomes and issues chapter.

In the end, mastering the contents of all the chapters is compulsory for students, so as to achieve all the courses learning objectives in an integrated framework.

Prerequisites

N/A

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.

Bibliography

Mandatory

HOYER, Wayne D.; MACINNIS, Deborah J.; PIETERS, Rik (2013). Consumer Behavior: International

Edition (6th Edition). Independence, KY: South-Western Cengage Learning.
Optional

GRAVES, Philip (2010). Consumer.ology. London, UK: Nicholas Brealey Publishing.

HAUGTVEDT, Curtis P.; HERR, Paul M.; KARDES, Frank R. (Eds.) (2008). Handbook of Consumer Psychology. New York: Psychology Press, Taylor & Francis Group.

SOLOMON, Michael R.; BAMOSSY, Gary J.; ASKEGAARD, Søren T.; HOGG, Margaret K. (2013).

Consumer Behaviour: A European Perspective (5th Edition). Essex, UK: Pearson Education.
RESOURCES.

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.

One lecture will include an experienced guest speaker from the corporate world, who will present a topic related to consumer behavior and discuss practical issues with students. 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, that will help them to integrate and consolidate their knowledge.

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

Evaluation method