17232 - Consumer Behaviour

Course Unit Page

Academic Year 2018/2019

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

The course is divided in two modules. In the first module, students are instructed about the relevant theories and the tools that are useful to understand consumer purchase process. Esample about real life situations are often taken into account.

In the second module, students are asked to apply this knowldege to a concrete activity. More precisely, students are aked to develop a small-scale research project, develop a questionnaire, collect and analyze qualitative or quantitative data.

At at general level, the course deal with the following topics:

1. The consumer as a decision maker
2. Perception
3. Consumer learning process: how do we become consumers?

4. Why do we buy what we buy?
5. Consumers and neuroscienze: the new frontiers
6. Attitudes and attitude change

7. Social influence on behavior
8. On-line consumer behavior

9. Customer post-purchase evaluation


Classes are held during the months of February - March


First module:

Psicologia dei Consumi
di Nadia Olivero e Vincenzo Russo
McGraw Hill 2013

excluding chapters : 6, 9, 10, 12,  14

Second module:

a) for students who regularly attend classes there are no readings. The evaluation is based on the  group work

b) for students who do not attend classes:

Psicologia dei Consumi
di Nadia Olivero e Vincenzo Russo
McGraw Hill 2013 (excluding chapters : 6, 9, 10, 12, 14) and 

Comportamento del Consumatore
Robert East, Apogeo 2013 (only chapters: 2, 4, 7, 9,10)

Teaching methods

First module: Interactive class teaching, videos, short case studies


Second module: Interactive class teaching, invited speakers, group work

Assessment methods

First module: Written exam with open ended questions

Second module: presentation of the group work

Assessment for students that do not attend classes : 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