Class Consumer Behaviour

This curricular unit contributes with a solid base of specific knowledge about consumer behavior for the complete training of students in this cycle of studies. To this end, it focuses on mastering its approach and field of action for the following purposes:

- Mastering the fundamentals of consumer behavior to build successful marketing strategies;

- Proceed with appropriate diagnoses and interventions, as well as identify scenarios and global trends in consumption behaviour;

- Understanding the responsible consumer as an individual and social actor;

- Discuss the challenges of cyberconsumption;

- Improving the consumer experience, through the full knowledge of their behavior.

1. Introduction to consumer behavior: 1.1. Context of the consumer market; 1.2. Fundamentals of consumer behavior; 1.3. Current scenario

2. Consumer characteristics: 2.1. Internal characteristics; 2.2. External characteristics

3. Purchase decision: 3.1. Purchase decision process; 3.2. Purchase parameters

4. Digital consumption: 4.1. Fundamentals of online context; 4.2. Characteristics of the cyberconsumer; 4.3. Challenges of digital transformation

Synthetic and critical exposition of the syllabus and promotion of the general debate by the teacher - includes the use of technologies for viewing pedagogical videos and online conferences with guests.

Participation in teaching sessions and carrying out knowledge assessments by students - includes the use of technologies to carry out assessments online.

Babin, B.J. & Harris, E.G. (2022). CB⁹. Cengage.

Gupta, S. (2021). How people buy online: The psychology behind consumer behaviour. SAGE.

Hansen, A. & Nielsen, K.B. (Eds.) (2023). Consumption, sustainability and everyday life. Palgrave Macmillan.

Huang, H. (2023). Consumer psychology: Theories & applications. SAGE.

Kaye, L. (2022). Issues and debates in cyberpsychology. Open University Press.

Llamas, R. & Belk, R. (2023). The Routledge handbook of digital consumption (2^nd ed.). Routledge.

Sethna, Z. (2023). Consumer behaviour (5^th ed.). SAGE.