Class Consumer Behaviour

Understand the relevance of consumer behavior fundamentals for building successful communication and marketing strategies in digital media.

Conduct diagnostics and define intervention plans in real scenarios and global trends in consumer behavior.

Characterize the responsible consumer, as an individual actor and a social actor, and to know the processes of the purchase decision.

Mastering the parameters of cyberconsumption and cyberconsumers.

Discuss the challenges and impacts of the digital transition.

1. Consumer behavior: 1.1. Concepts, study fields and applications; 1.2. Consumer value.

2. External influences: 2.1. Sociocultural processes; 2.2. Sustainability and social responsibility; 2.3. Context characteristics.

3. Psychological influences: 3.1. Cognitive processes; 3.2. Psychographic characteristics; 3.3. Skills and opportunities.

4. Decision making: 4.1. Situations; 4.2. Purchase decision; 4.3. Post-purchase process.

5. Evolution trends.

Teaching-learning: 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.

Continuous assessment: 2 group works, oral and written (October 31st, 40% + January 9th, 20%); 1 individual written test (January 16th, 40%).

Exam assessment: 1 written exam (date tbd, 100%).

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

Braeutigam, S. & Kenning, P. (2022). An integrative guide to consumer neuroscience. Oxford.

Carrizo, A.L., Bianchi, E.C., Burguete, J.L.V. & Galan-Ladero, M.M. (2023). Responsible consumption and sustainability: Case studies from corporate social responsibility, social marketing, and behavioral economics. Springer.

Gelbrich, K., Müller, S.W. & Westjohn, S.A. (2023). Cross-cultural consumer behaviour. Elgar.

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.

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.

Mothersbaugh, D., Kleiser, S.B. & Hawkins, D. (2024). Consumer behavior: Building marketing strategy (15^th ed.). McGraw Hill.