Consumer Behaviour

Description

Topics include: attention, motivation and goals, emotions, customer-based brand equity, heuristics and biases, choice architecture, customer satisfaction, experimental design, and more. Upon completion of this course, the student can: understand the relevant findings discussed in class and apply them to novel research questions and business problems think critically about the design and results of the studies discussed in class understand methodological choices such as the inclusion of control condition, how a 2x2 experimental design can teach us something about underlying psychological processes, etc. Ethics, Responsability, and Sustainabilty: By the end of the course, students will understand the broader social impact of marketing, beyond its economic effects. Based on scientific research in consumer behaviour, students will analyze the role of marketing in trends like overconsumption and materialism, and evaluate the ethicality of marketing practices across sectors. They will learn to design sustainable marketing strategies that account for long-term value creation and the wellbeing of all stakeholders, including future generations. Finally, students will be encouraged to critically reflect on their own consumption behavior and responsibility as future marketers.