Bachelor 2021/2022

Consumer Behaviour

Type: Compulsory course (Marketing and Market Analytics)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 3 year, 3 module

Mode of studies: offline

Open to: students of one campus

Instructors: Svetlana Berezka

Language: English

ECTS credits: 4

Contact hours: 40

Course Syllabus

Abstract

The course aims to introduce students to the theoretical foundations of consumer behavior and improve their understanding of consumer needs and preferences. Understanding the specifics of consumer behavior forms the foundation for company success in the long run. In a highly competitive environment, it is vital not to identify consumer preferences correctly, satisfy consumer needs and communicate the advantages of the company's value proposition in a clear and persuasive form. Knowledge of consumers' needs and the factors influencing their behavior, including the psychological basis of decision-making (motivation, characteristics of perception, memory, emotions), the decision-making process, and the role of social influence, allow companies to reach higher customer loyalty and better brand attitude. Students learn how consumers make decisions and why they behave in a certain way - what motivates them and attracts attention, how their perception builds, and what influences their loyalty.

Learning Objectives

• Introduce students to the theoretical foundations of consumer behavior and improve their understanding of consumer needs and preferences

Expected Learning Outcomes

• Know the ethical aspects of consumer behavior research
• Know the features of consumer behavior at the post-purchase stage
• Know the general model of consumer behavior
• Know the sources of information about consumer behavior
• Know core life values and theories of motivation
• Know main cognitive biases and how they affect consumer perception
• Know the cognitive basics of consumer processing the information
• Know the types of consumption values and understand their psychological foundation

Course Contents

• What is consumer behavior: definition, characteristics, and methods of consumer research.
• Satisfying consumer needs: consumption values
• Consumer decision process
• Cognitive biases and consumer persuasion

Assessment Elements

• Written Exam
  The exam contains 2 tasks (essays or cases). The exam is administered on the Start Exam platform. The sequence of the tasks and the time limits are fixed.
• Infografics
  For late submissions, the following penalties apply to the grade: for works submitted within 2 hours after the deadline - 10%, from 2 to 12 hours - 25%, more than 12 hours - 40%.
• Essay
  For late submissions, the following penalties apply to the grade: for works submitted within 2 hours after the deadline - 10%, from 2 to 12 hours - 25%, more than 12 hours - 40%.

Interim Assessment

• 2021/2022 3rd module
  0.5 * Written Exam + 0.25 * Essay + 0.25 * Infografics

Bibliography

Recommended Core Bibliography

• Malhotra, N. K. (2017). Marketing Research. [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1531280
• Ming Hsu. (2017). Neuromarketing: INSIDE THE MIND OF THE CONSUMER. California Management Review, 59(4), 5–22. https://doi.org/10.1177/0008125617720208
• Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being, Global Edition. [Place of publication not identified]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1490347
• Thaler, R. H. . (DE-588)124552080, (DE-576)168627329. (2009). Nudge : improving decisions about health, wealth and happiness / Richard H. Thaler and Cass R. Sunstein. London [u.a.]: Penguin Books. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edswao&AN=edswao.306469715

Recommended Additional Bibliography

• Balladares Fuentes, A. G. (2021). Changing consumer behavior in the digital age: perceived risk in information search process [Universitat Ramon Llull, 2021.].
• ETKIN, J., & SELA, A. (2016). How Experience Variety Shapes Postpurchase Product Evaluation. Journal of Marketing Research (JMR), 53(1), 77–90. https://doi.org/10.1509/jmr.14.0175
• Hossain, M. T. (2018). How Cognitive Style Influences the Mental Accounting System: Role of Analytic versus Holistic Thinking. Journal of Consumer Research, 45(3), 615–632. https://doi.org/10.1093/jcr/ucy020
• Kamleitner, B., & Marckhgott, E. (2021). Silent Persuasion. Incidental Use of Promotional Merchandise Benefits Unfamiliar Brands. https://doi.org/10.1080/02650487.2020.1855823
• Marckhgott, E., & Kamleitner, B. (2019). Matte matters: when matte packaging increases perceptions of food naturalness. Marketing Letters, 30(2), 167–178. https://doi.org/10.1007/s11002-019-09488-6
• Mills, P., & Groening, C. (2021). The role of social acceptability and guilt in unethical consumer behavior: Following the crowd or their own moral compass? Journal of Business Research, 136, 377–388. https://doi.org/10.1016/j.jbusres.2021.07.021
• Rastogi, C., Zhang, Y., Wei, D., Varshney, K. R., Dhurandhar, A., & Tomsett, R. (2020). Deciding Fast and Slow: The Role of Cognitive Biases in AI-assisted Decision-making.
• Ruzeviciute, R., Kamleitner, B., & Biswas, D. (2020). Designed to S(m)ell: When Scented Advertising Induces Proximity and Enhances Appeal. Journal of Marketing Research (JMR), 57(2), 315–331. https://doi.org/10.1177/0022243719888474
• Woodside, A. G., Megehee, C. M., Nagy, G., & Prentice, C. (2018). Marketing Research: Science Practice and Ethics in Marketing Research: Capturing Heterogeneity, Generalizing to Populations, and Ending Bad Science Practices Still Pervasive in Marketing. AMA Summer Educators’ Conference Proceedings, 29, MR-23-MR-24.