Consumer Psychology

N/A

A) Continuous assessment:

1. group essay(s) – 30.0%

2. class exercises – 10.0%

3. one or two individual written test – 60.0%

B) Exam assessment:

1. written test – 100.0%

To become aware of the theoretical contributions of psychological models for the description, explanation and understanding of consumer behavior. 

1.Introduction to Consumer Psychology

1.1 Historical perspective

1.2 Definition and evolution of the concept of consumer behavior

1.3 Interdisciplinary framework

1.4 Explanatory models of consumer behavior

2.Explanatory factors of consumer behavior

2.1 Individual factors

2.2 Sociological and psychosociological factors

2.3 Situational factors

3.Marketing, advertising and consumer behavior

3.1 Implications of the study of the consumer in marketing and communication strategy

3.2 Social marketing as a strategy for changing ideas and social practices

3.3 Explanatory approaches of consumer behavior relating to advertising

4.Decision making process in consumption

4.1 Strategies of targeting and positioning

4.2 Characteristics and determinants of choice processes and decision making

4.3 Biases in decision-making

4.4 Decision making individual, group and organizational

• - Exam - 100.0%

• - group essay - 30.0%
• - class exercises - 10.0%
• - one or two individual written test - 60.0%

NAO

Dionísio, P., Lévy, J., Rodrigues, J. V., & Lendrevie, J. (2021). Mercator da Língua Portuguesa: Teoria e prática do marketing (18ª Ed). Lisboa: Dom Quixote.

Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer behavior (10th Ed.). Boston: Pearson/ Prentice Hall.  

Solomon, M. R. (2019). Consumer behavior : buying, having, and being (13th ed. revised ). Harlow: Pearson.

Solomon, M., Hogg, M.,  Bamossy , G., & Askegaard, S. (2019). Consumer  behaviour: A European perspective (7^th ed.). Harlow: Pearson.