The course introduces students to consumer behavior and provides them with an understanding of the breadth of the field, and its importance to marketers, advocacy groups, public policy makers, and consumers themselves.

Knowledge and Understanding: This course provides advanced knowledge and analytical resources that will enable students to understand the psychological processes and various aspects of culture that influence consumer attitudes, decision making, and subsequent behaviors. Special attention will be paid to content related to artificial intelligence in consumer and marketing areas Application of knowledge and understanding: Students will be able to: - apply knowledge of consumer behavior to marketing strategy; - examine the impact of marketing on consumers; - examine how new technologies shape, constrain, and enable consumer behavior Make judgments: We expect students to be able to integrate knowledge about consumer behavior and manage the complexity of the different theoretical approaches involved in this field. These skills are highly relevant to decision making within organizations. Students are also expected to be able to discuss and evaluate controversial issues in consumer behavior, including reflections on the social and ethical dimensions of these issues. Communication skills: this course will give students the ability to acquire and understand tools and concepts in order to communicate their ideas, proposals, analyses and critical reasoning in the field of consumer behavior as effectively and appropriately as possible. Learning Skills: This course will help empower students by providing them with the tools to understand why consumers engage in certain behaviors and to evaluate the explanatory power of different theoretical models with respect to those behaviors independently.

Two main approaches can be identified to the study of consumer behavior: a “micro” orientation, which focuses on the individual psychological processes that consumers use to make acquisition, consumption, and disposition decisions, and a “macro” orientation, which focuses on group behaviors and the symbolic nature of consumer behavior. Both orientations are represented in this course. Analitical and applied issues will be integrated in the course.

Classic consumer behavior textbook - E.g. Hoyer et al., 2018; Solomon, 2019; Schiffman and Wisenblit, 2018). "Qualitative consumer and marketing research" - Belk, Fischer, & Kozinets. 2013. Sage. Other articles and papers used in the course will be uploaded on the course’s web page.

Lectures, discussion and project works on relevant empirical issues. Students’ participation during lectures is strongly encouraged.

For attending students: Individual tests - 15% Problem-based teamwork - 20% Research-based teamwork - 45% Comprehensive exam - 20%

no specific criteria

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