Consumer Behaviour

Psychological basic concepts : memory, perception, learning, motivation, satisfation, needs, attitudes

Methods for teaching / learning primarily aims to facilitate integration of content by students.
a) – theoretical sessions (the responsibility of the professor);
b) – Theoretical and practical sessions focusing on the development of activities of analysis and critical reflection

At the end of semester, students need to:
– Understanding the different motivations behind the choices of tourists;
– Recognize different types of tourists;
– Identify tourism products capable of satisfying the needs of consumers;
– Identify the needs of tourists underlying its decision-making

1. Introduction: consumer behavior
1.1. Historical perspective
1.2. Definition and evolution of the concept of consumer behavior
1.3. Interdisciplinary framework
1.4. The study of consumer behavior
1.5. Explanatory models of consumer behavior
2. Factors explaining consumer behavior
2.1. Individual factors:
– Needs and motivation;
– Attitudes and preferences.
– Personality, self-concept and lifestyle.
– Perception, attention and representation.
– Learning.
2.2. Sociological and socio-psychological factors:
– Influence of group membership.
– Social Classes.
– Cultural variables.
– Family and consumer.
2.3. Situational factors
3. The media, advertising and consumer behavior
3.1. The consumer and the media
3.2. Social marketing: the media as agents of social change
3.3. The theoretical approaches to persuasion and influence

• - Exam - 100.0%

• - A group work, with presentation in class - 60.0%
• - Test - 40.0%

NAO