Checking date: 14/03/2023

Course: 2023/2024

Consumer Behavior
Master In Business Administration - MBA (Plan: 466 - Estudio: 301)

Coordinating teacher: MELNYK , VOLODYMYR

Department assigned to the subject: Business Administration Department

Type: Electives
ECTS Credits: 2.0 ECTS


Requirements (Subjects that are assumed to be known)
Students are expected to have basic knowledge of marketing
Consumer Behaviour aims at providing students with a better understanding of basic consumer buying behaviour in order to be able to describe, explain, and predict how consumers will behave under various marketing conditions and actions. KNOWLEDGE: 1. Define consumer behavior and describe the contents of consumer behavior considered as a field of study. 2. Learn the influence of factors, which influence consumer decision making at different stages of its process. 3. Learn the process of perception and how it translates into marketing communication strategies. 4. Understand how self-concept influences consumer behavior. 5. Understand different time of learning and how each can be used in marketing communication. 6. Understand the process of attitude formation and factors, which influence attitude on each of the stages. 7. Understand the process of individual decision-making. 8. Understand the power of social and groups influence as well as its types and forms. Learning six ¿weapons¿ of social influence, and how these can be used in marketing. 9. Understand the importance of culture in consumer behavior. 10. Understand the role of digitalization in business decision making SKILLS: 10. Develop the ability to critically read academic papers in consumer behavior, reflect on them and apply to real marketing situations. 11. Develop the ability to come up with own ideas based on leading academic papers and being able to support them with rigorous arguments. 12. Develop teamwork skills and learn to use techniques that optimize group decision-making. 13. Develop the ability to lead and motivate others.
Skills and learning outcomes
Description of contents: programme
Consumers and their needs are at the core of marketing. The past decades have witnessed a shift from a mere sales- and product-oriented approach (whereby marketing was a matter of pushing already existing product lines and creating awareness for those products) to a consumer-oriented approach (whereby products fit identified needs of well-delineated consumer segments, i.e. products need to be positioned). In order to be able to anticipate today's rapid changes in consumers' motives and needs, a decent understanding of the underlying mechanisms is a sine qua non. The objective of this course is to introduce the student to the principles of consumer behaviour. We start from formal theories and concepts and discuss their usefulness in developing effective marketing strategies in nowadays world with a great importance of digital technologies. Most sessions will be organised around the consumer's purchase decision process, consisting of Need Arousal, Information Search and Processing, Brand Evaluation and Attitude Development, Purchase, Consumption and Postpurchase Evaluation. Other sessions address specific consumer-specific or environmental variables that affect this decision process. This course aims at providing students with a better understanding of consumer buying behaviour in order to be able to describe, explain, and predict how consumers will behave under various marketing conditions and actions. Program: 1. Introduction to Consumer Behavior and Perception 2. The Self & Motivation 3. Attitude Formation and Persuasion 4. Social Influence and Context effects 5. Cultural Influence; Question and answer session
Learning activities and methodology
Lectures (10 horas) Practical classes (5 horas) Group work Individual work Lectures will provide explanation of the main concepts in Consumer Behavior and will illustrate this explanation with many examples. Students are expected to interact during lectures. During practical classes case studies will be discussed. Students have to read papers prior to the practical classes. During the course each group of students has to come up with an idea of a project, relevant for consumer behavior. At the final class each group will present its projects
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Calendar of Continuous assessment
Basic Bibliography
  • Solomon, Michael R., Gary Bamossy, and Margaret K. Hogg. Consumer Behavior: A European Perspective. 7th edition. Pearson Higher Education, Boston.. 2019
Additional Bibliography
  • Berger, J., & Fitzsimons, G . Dogs on the street, pumas on your feet: How cues in the environment influence product evaluation and choice. Journal of Marketing Research, 45(1), 1-14.. 2008
  • Briley, D. A., & Aaker, J. L.. When does culture matter? Effects of personal knowledge on the correction of culture-based judgments. Journal of Marketing Research, 43(3), 395-408.. 2006
  • Bruno, P., Melnyk, V., Volckner F.. Temperature and emotions: Effects of physical temperature on responses to emotional advertising. International Journal of Research in Marketing, 34, 302-320. 2017
  • Dhar, R., Wertenbroch, K.. Consumer Choice between Hedonic and Utilitarian Goods. Journal of Marketing Research, 37, 29-44. 2000
  • Gao, L., Wheeler, S. C., & Shiv, B.. The "Shaken Self": Product Choices as a Means of Restoring Self-View Confidence. Journal of Consumer Research, 36(1), 29-38. 2009
  • Griskevicius, V. Goldstein, N. et al. Fear and Loving in Las Vegas: Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion.. Journal of Marketing Research, 46, 384-395. 2009
  • Gu Y., S. Botti, D. Faro. Turning the Page: The Impact of Choice Closure on Satisfaction. Journal of Consumer Research, 40(2), 268-283. 2013
  • Kahn, B. E., & Wansink, B.. The influence of assortment structure on perceived variety and consumption quantities. Journal of Consumer Research, 30(4), 519-533.. 2004
  • Shiv, B., & Fedorikhin, A.. Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. Journal of Consumer Research, 26(3), 278-292.. 1999
  • Tversky A., D. Kahneman. Judgment under Uncertainty: Heuristics and Biases.. Science, 185, 1124-1131. 1974
  • Werth, L., Foerster, J.. How regulatory focus influences consumer behavior. European Journal of Social Psychology 37 (1), 33-51.. 2006
  • Wänke, M., Bohner, G., & Jurkowitsch, A.. There are many reasons to drive a BMW: Does imagined ease of argument generation influence attitudes?. Journal of Consumer Research, 24(2), 170-177. 1997
  • Zeelenberg, M., & Pieters, R.. Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services. Journal of Business Research, 57, 445-455. 2004
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