Consumer Behavior (261299)

Learning Outcomes

•    It is intended to convey to students the basic concepts and the importance of studying and understanding consumer behavior, for planning and defining a communication strategy.
•    Identify the different factors (individual and context) that influence purchasing behavior.
•    Identify changes in society and understand their influence on consumer behavior and relationships with brands.
•    Students in this course should know how to develop a critical analysis of the mechanisms that brands and organizations use to influence consumer behavior.
•    Framework of consumer behavior
•    Internal variables; the psychological dimension of consumer behavior
•    External variables; the context, the sociological and psychosociological dimensions that influence the purchase
•    The dynamics of the purchase and the decision process

Study Program

•    Framework of consumer behavior
•    Internal variables; the psychological dimension of consumer behavior
•    External variables; the context, the sociological and psychosociological dimensions that influence the purchase
•    The dynamics of the purchase and the decision process

Bibliography

MAIN REFERENCES: 

Dubois, B. (1998). Compreender o consumidor (2a ed.). Lisboa: Dom Quixote.
Solomon, M. R., White, K., Dahl, D. W., Zaichkowsky, J. L., & Polegato, R. (2017). Consumer behavior: Buying, having, and being. Boston, MA: Pearson.