Programa

Customer Buying Behavior and Social Influence

Mestrado Bolonha em Gestão

Programa

Part I Foundations of Consumer Behavior Introduction to Consumer Behavior • Consumer Behavior as a Process • Consumer Segmentation • Marketing’s Impact on Consumers • Motivations to Consume • The “Always-On” Consumer: Technology and Culture • Consumer Behavior as a Field of Study • Consumer Trends Consumer Well-Being • Business Ethics and Consumer Rights • Consumer Right’s and Product Satisfaction • Major Policy Issues Relevant to Consumer Behavior Part II – Choosing and Using Products Attitudes and Persuasive Communications • The Nature and Power of Attitudes • Attitudes Formation • The Role of Persuasion in Changing Attitudes Decision Making • Cognitive Decision Making • Habitual Decision Making Buying, Using and Disposing • Situational Effects on Consumer Behavior • The Shopping Experience and the Customer Journey • The Sharing Economy • Post purchase Satisfaction and Disposal Part III – Consumer in Their Social Settings Group Influences and Social Media • The Influence of Other People and Groups on Consumer Decisions • The Influence and Roles of Family Members in Family Purchase Decisions • Word-of-mouth Communication as a Driver of Product Choice • The Influence of Opinion Leaders’ Recommendations on Purchases • The Influence of Social Media Influence on Learning and Product Selection