Consumer Behaviour
- Details
- Category: Discipline
- Não
- Study and investigate consumer fundamentals to enable organizations to understand their behavior and act proactively. Analyze current consumer trends in the post-Covid context. Identify the buying decision process and the various internal and external factors that influence it.
- Semestral
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20% Participação e avaliação contínua
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Exercícios regulares e envolvimento ativo nas aulas
20% Trabalho intermédio
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Estudos de caso, ensaios e desafios práticos
40% Trabalho final
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Relatório, apresentação escrita
20% Apresentação (2 últimas aulas)
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Exposição e argumentação do trabalho desenvolvido
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- Introduction to consumer behavior and research, including digital tools (heatmaps, tracking, analytics, A/B testing, social media). Consumer-centered marketing strategies, UX, algorithm-based personalization, and online segmentation. Contemporary view: hyperconnected consumers, choice overload, post-Covid context, and digital consumption. Decision process: heuristics, biases, e-commerce triggers (urgency, scarcity, social proof), impulse buying, omnichannel journeys, and post-purchase experience (CX, online reputation). Individual determinants: generational profiles, digital identity, demographics, psychographics, purpose-driven motivation, social causes, and ESG. The informed “prosumer.” Beliefs and attitudes: activist consumption, greenwashing, brand canceling. Contextual influences: algorithms, global/local culture, TikTok aesthetics, family, peers, digital communities, influencers, and micro-influence.
- Provide students with tools to understand how consumers make decisions when faced with multiple stimuli, needs, and choices, within an increasingly globalized economy transitioning to digital environments of information, decision-making, and consumption. Encourage the analysis of case studies and critical reflection on sustainable consumption practices.
- Mandatory
- Problem-Based Learning (PBL), Project-Based Learning (PBL), Flipped Classroom, Gamification, Design Thinking, Active Learning Methods, Collaborative Learning, Peer Instruction, Use of Digital Technologies and AI, Liberating Structures
- Português
- Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2022). Consumer Behavior (12ª ed.). Pearson. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: tecnologia para a humanidade. DVS Editora.
- 4
- 0
- 6
- 1
- IPLUSO6375-8300
- Consumer Behaviour
- 8300
- 6375
- Marketing Management
