- Docente: Gian Luca Marzocchi
- Credits: 5
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: In-person learning (entirely or partially)
- Campus: Bologna
- Corso: First cycle degree programme (L) in STATISTICAL SCIENCES (cod. 8054)
Learning outcomes
This is a course designed to provide students with both theory about consumer behavior (CB) as well as an understanding of how CB concepts can be applied to marketing management, to our roles as consumers, and to everyday life. CB applies concepts, theories, and principles from the various social (behavioral) sciences to the study of factors influencing the acquisition, consumption, and disposition of goods, services, and ideas.
Course contents
1. Marketing, consumer behavior and strategic planning:
links and intersections
2. Purchase paradigms: cognitive approach;
reinforcement approach; habit approach.
3. Means-ends chains and laddering
4. Attitudes, beliefs, intentions and behavior
5. Predicting and explaining actions: theory of
reasoned action; theory of planned behavior.
6. Modifying attitudes and behavior: an
information-processing perspective on communication
Readings/Bibliography
R.P. Bagozzi, Fondamenti di Marketing, Il Mulino, Bologna,
2001, capitolo 7.
R. East, M. Wright, M. Vanuele, Comportamento del
consumatore, Apogeo, 2009, capitoli 1, 2, 6, 8, 11
NOTA: L'edizione attualmente in commercio è quella del 2009;
edizioni precedenti vanno comunque bene, lo studente deve solo
verificare l'equivalenza fra i contenuti, stante una numerazione
lievemente diversa dei capitoli (es: il suddetto cap. 6 nella
precedente edizione si suddivide in due capitoli, 5 e 6, e gli
argomenti di entrambi sono parte integrante del corso e
dell'esame).
Teaching methods
Classroom lectures/discussions, statistical laboratory seminars, student projects
Assessment methods
Oral and written examinations
Teaching tools
Transparencies, PC, Website visitations, statistical and IT labs
Office hours
See the website of Gian Luca Marzocchi