Base Knowledge
N/A
Teaching Methodologies
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.
Learning Results
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.
Program
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.
Grading Methods
This curricular unit provides the following types of assessment:
a) Periodic assessment;
b) Assessment by exam.
The periodic assessment comprises the following assessment components:
a) A test, with a weight of 50% in the final grade;
b) A group work, with a weight of 50% in the final grade.
The assessment by exam comprises the following assessment component:
a) An exam, with a weight of 100% in the final grade.
Internship(s)
NAO
Bibliography
Aktas, H., & Simsek, G. (Eds.). (2020). Consumer Behavior Models. Peter Lang.
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2023). Consumer Behavior (8th ed.). Cengage Learning.
Mothersbaugh, D., Kleiser, S. B., & Hawkins, D. (2023). Consumer Behavior: Building Marketing Strategy (15th ed.). McGraw-Hill
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.
Solomon, M. R., & Russell, C. A. (2023). Consumer Behavior: Buying, Having, and Being (14th ed.). Pearson.