• General

    Consumer Behavior

    • Consumer Behavior (2018)


      Consumer Behavior (2018)


      Teaching Faculty

      José Manuel Fernández Polanco

      Patricia Martínez García de Leaniz


      Department of Business Administration









      This course helps students to acquire a deeper understanding of Consumer Behavior in today’s consumer societies. It explains the principles and theories that characterise consumers and how marketers devise strategies and commercial tactics according to the way they behave.



      Personality, Learning, Perception, Motivation, Attitudes, Persuasion, Reference Groups, Culture, Social Class, Lifestyle.