Consumer behavior is an essential component of marketing. Understanding the psychological and social processes involved in consumer motivation, perception, learning, evaluation, choice and experience with products and services is critical for predicting emerging needs, designing new products, planning promotional and advertising activities and mapping out an overall marketing strategy. The course reviews classical and contemporary theories, empirical findings and constructs and explores consumer behaviour at an individual and social level. The course highlights how a solid understanding of the intricacies of consumer behaviour paves the way for optimum marketing practices.
The course offers students an integrated view of 1) the processes underlying consumer behavior and the impact of marketing practices on decision making and consumption; 2) the psychological and social factors that influence consumer behaviour at different stages of the consumption process; 3) the way marketers should decode and incorporate consumer insights into their strategy.
- Teacher: ΦΛΩΡΑ ΚΟΚΚΙΝΑΚΗ