- Docente: Chiara Orsingher
- Credits: 8
- SSD: SECS-P/08
- Language: Italian
- Moduli: Chiara Orsingher (Modulo 1) Barbara Lorenzini (Modulo 2)
- Teaching Mode: In-person learning (entirely or partially) (Modulo 1); In-person learning (entirely or partially) (Modulo 2)
- Campus: Bologna
- Corso: First cycle degree programme (L) in Management and Marketing (cod. 8406)
Learning outcomes
The course introduces a wide range of behavioral concepts, and explores the strategic implications of customer behavior for marketer. Introduces students to the general perspectives currently taken in the study of consumer behavior. Emphasis is on consumer decision processes and the influence of social, cultural and psychological factors on how consumers behave.
Course contents
1. Consumer psychology
2. The buying and consumption process
3. The customer-brand relationship
4. In-store consumption behavior
5. Culture and consumer behavior
Readings/Bibliography
Comportamento del Consumatore - Teoria e casi studio -
di Luca Petruzzellis e Jean-Charles Chebat
Editore Pearson 2010
Teaching methods
Interactive class teaching
Assessment methods
Written exam with open ended questions
Teaching tools
Case studies, examples form the business press and participants'
consumption experiences
Office hours
See the website of Chiara Orsingher
See the website of Barbara Lorenzini