Learning Results
This subject aims to deepen the concepts taught in the Microeconomics subject regarding consumer
theory. It intends to provide the student with the necessary concepts to comprehend the formation of
preferences and rational choice on the consumer’s part. This knowledge is complemented by the study of
how altruism and other nonegoistic motivations might be incorporated in the rational choice model.
It also aims to get the student to know the consumer’s behavior in an uncertainty context, taking their
cognitive limitations into account, and providing them with an additional tool which will aid them in
understanding the most common traps in the decision process. Finally, the consumer’s behavior in the
current socioeconomic context will be analyzed.
This greater and more detailed knowledge of the consumer’s behavior in regards to tastes and to the
restrictions that limit said behavior will allow the marketing manager to make the best decisions possible.
Program
1 Introduction to consumer theory
2 The preferences and rational choice of the consumer
3 Individual demand and market demand
4 An analysis of taste – the importance of altruism and other nonegoistic behaviors
5 Cognitive limitations and consumer’s behavior – the choice in an uncertainty context
6 The consumer and the socioeconomic context
Internship(s)
NAO
Bibliography
Cayatte, J. (2011), “Introdução à economia da incerteza”, Instituto Piaget, Ciência e Técnica nº 35.
– Frank, R. (2014) “ Microeconomics and Behaviour”, McGrawHill.
– Mankiw, G. (2006) “Principles of Microeconomics”, South-Western College.
– Solomon, Michael, Russel-Bennett, R., Previte, J. (2013), “Consumer behaviour”, Pearson.