Class Consumer Behaviour

The curricular unit provides students with a solid foundation of theoretical and applied scientific knowledge about the processes that guide consumer choices, motivations, and decisions. It covers the study of individual, sociocultural, and technological factors that influence consumption, as well as critical analysis of contemporary dynamics that shape markets and brand-consumer relationships. It operates at the intersection between human behavior and communication and marketing strategies, allowing us to understand how consumers act simultaneously as individuals, guided by their own needs and perceptions, and as social actors, influenced by values, norms, communities, and trends. The areas of intervention are spaces for analytical and applied learning, preparing students to act with knowledge, rigor, and innovation in understanding and managing contemporary consumer behavior.

Not applicable

1. Introduction to consumer behavior: 1.1. Consumer market context; 1.2. Fundamentals of consumer behavior; 1.3. Emerging scenarios and global trends. 2. Consumer characteristics: 2.1. Individual factors; 2.2. Sociocultural factors; 2.3. Technological factors. 3. Purchase decision: 3.1. Purchase decision process; 3.2. Purchase parameters and determinants. 4. Digital consumption: 4.1. Fundamentals of the digital context; 4.2. Characteristics of the cyberconsumer; 4.3. Challenges of digital transformation.

The curricular unit uses active and innovative methodologies, centered on the student, such as project-based learning and case studies. These methodologies promote the practical application of content, the development of critical thinking, and collaboration in a digital environment. Multimedia resources, interactive platforms, and formative assessment tools are used to stimulate students' continuous involvement in the learning process.

Babin, B. J., Harris, E. G., Murray, K. B., & Moore, S. G. (2023). CB: Consumer behaviour (3rd ed.). Cengage. Gabay, J. J. (2025). Practical digital marketing and AI Psychology: How to gain online consumer trust and sales using technologies and Psychology. Routledge. Gbadamosi, A. (2024). Consumer behaviour and digital transformation. Routledge. Hansen, A. & Nielsen, K. B. (Eds.) (2023). Consumption, sustainability and everyday life. Palgrave Macmillan. Kotler, P., Kartajaya, H., & Setiawan, I. (2023). Marketing 6.0: The future is immersive. Wiley. Musiolik, T. H., Rodriguez, R. V., & Kannan, H. (Eds.) (2024). Enhancing and predicting digital consumer behavior with AI. IGI Global. Sanak-Kosmowska, K. (2022). Evaluating social media marketing: Social proof and online buyer behaviour. Routledge. Yan, Z. (Ed.) (2023). The Cambridge handbook of cyber behavior. Cambridge University Press.