Comportamento do Consumidor

n. a.

The following teaching-learning methodologies will be used:
1. Expository, using audiovisual means to explain the syllabus;
2. Activates, through the discussion of practical cases and theoretical knowledge (scientific articles).

It is expected that at the end of the Curricular Unit, the student will be able to:

(1) Describe the importance and apply the concepts of the study of consumer behavior.

(2) Understand the main models of consumer behavior.

(3) Assess and interpret the psychological and sociological implications in the decision-making process.

1. Introduction to consumer behavior
         1. Differentiation of consumption, purchasing, and information gathering behaviors
         2. Consumer needs
         3. The application of consumer behavior
2. Individual variables
         1. The I
         2. Perception
         3. Memory and learning
         4. Attitudes
3. Sociological and psychosociological variables
         1. Opinion groups and leaders
         2. The family
         3. Social classes
         4. Culture
4. The decision-making process

NAO

Camargo, P. (2009). Neuromarketing: descodificando a mente do consumidor. Edições IPAM.

Darley, W. K., Blankson, C., & Luethge, D. J. (2010). Toward an integrated framework for online consumer behavior and decision making process: A review. Psychology & Marketing, 27(2), 94–116. https://doi.org/10.1002/mar.20322

Giglio, M. (2010). O comportamento do consumidor (3rd ed.). Thompson.

Lindstrom, M. (2012). Buyology: a ciência do neuromarketing (2nd ed.). Gestão Plus.

Loudon, L. (1993). Consumer Behaviour (4th ed.). McGraw-Hill.

Meyer, E. (2014). The culture map. PublicAffairs.

Solomon, M. (2016). O comportamento do consumidor, comprando, possuindo e sendo (11st ed.). Bookman.