Diagrama de temas

  • Consumer Behavior (2018)

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    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.

       

    Keywords

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

  • Readings

    Readings

     

     

        Required reading list    

      

    • J.P. Peter & J. Olson (2010): «Consumer behavior». 9th Ed. Ed. McGraw-Hill.

    • L. Schiffman & L. Kanuk (2010): «Consumer behavior». 10th Ed. Ed. Prentice Hall.

    • W.D. Hoyer & D.J. Macinnis (2008): «Consumer behavior». Ed. Cengage Learning.

      

      

      

        Suggested additional reading    

     

    • R. Bagozzi, Z. Gurhan-Canli & J. Priester (2002): «The social psychology of consumer behaviour». Open University Press.

    • M. De Mooij (2004): «Consumer behavior and culture: consequences for global marketing and advertising». Ed. SAGE.

    • D. Howard, A. Kirmani & P. Rajagopal (2012): «Social influence and consumer behavior». Ed. Psychology Press.

    • C. Janson-Boyd (2010): «Consumer psychology». Ed. McGraw Hill.