Modelos de Comportamento do Consumidor

In this curricular unit, the following teaching methods are used:

1. Expository, using audiovisual means to explain the syllabus;

2. Active, through the resolution of practical cases and discussion of case studies and scientific articles;

3. Collaborative, through group work.

At the end of the curricular unit, the student is expected to be able to:

a) Understand the fundamental concepts of consumer behaviour;

b) Distinguish and use traditional and contemporary models of consumer behaviour;

c) Distinguish and use consumer behaviour models applied to relationship marketing;

d) Distinguish and use online consumer behaviour models;

e) Develop consumer behaviour models applied to specific situations;

f) Investigate autonomously, formulate reasoned judgements and communicate clearly in writing and orally.

1. introduction to the study of consumer behaviour

2. Traditional models of consumer behaviour

Economic model. Learning model. Psychoanalytical model. Sociological model.

3. Contemporary models of consumer behaviour

Nicosia model. Engel, Kollat and Blackwell model. Howard and Sheth model. Theory of Reflective Action. Social-Cognitive Theory. Theory of Planned Behavior. Consumer Values Model. Decomposed Theory of Planned Behavior. Stimulus-Response Model.

4. Consumer behaviour models applied to relationship marketing

Perceived value. Satisfaction. Trust. Commitment. Loyalty.

5. Online consumer behaviour models

Technology Acceptance Model. Motivational Model. Task-Technology Fit Model. Diffusion of Innovations Theory. Unified Theory of Acceptance and Use of Technology.