- Docente: Daniele Scarpi
- Credits: 6
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Forli
- Corso: Second cycle degree programme (LM) in Economics and management (cod. 9203)
Learning outcomes
The aim of the course is to acquire the ability to understand consumer choice processes, and how the preferences and choices of consumers are affected by marketing strategies. The understanding of consumer behavior will help providing strategic directions for managers. After completing the course the student should be able to: - analyze and understand the decision making process and its distortions; - Understand consumers' buying behavior; - Understand and implement experimental designs; - Understand the impact of advertising and word-of-mouth on the reactions of the consumer
Course contents
Experimental design, theory of plannes behavior, decision making, context effects, reference price, heuristics, presentation order, prospect theory, cognitive dissonance, phantom decoys, gravity models, satisfaction, communication
Teaching methods
Frontal teaching. One or two sessions in the lab could be possible, depending on the class size.
Assessment methods
Written exam, usually composed of 5-7 short open questions on the whole program
Teaching tools
Slides, journal papers. If there are sessions in the lab, then also software (SPSS)
Office hours
See the website of Daniele Scarpi