The course consists of three parts:

Part 1 introduces consumer behavior, and discusses and consumption as a general topic. In this part, we will also focus on negative and damaging consumer behavior.

Part 2 focuses on the consumer, and mechanisms and theories that influence consumer behavior. In this part, we will cover the basic topics in consumer research. The following topics will be covered:

Consumer decision processes and decision theory
Buy, use and dispose
Motivation as forces of consumption
The consumers ability to learn and use knowledge in consumer choices
Attitudes and persuasion
Emotions and feelings
Consumers’ perceptions of stimuli
Heredity and environment

Part 3 focuses on the consumers in social contexts and differences in consumer behavior across cultures, and how technology influences consumption. Finally, we will also discuss ethics in consumer behavior. Topics are:

Family, friends and social classes influence on buying decisions and consumer behavior
Segmentation
Technology as driving force in consumption

Subject description 2214

Consumer Behavior

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