In this course, the student receives a basic introduction to consumer behavior through three overarching topics.

Firstly, the course introduces consumer behavior, and discusses and consumption as a general topic. Hereunder, we will also focus on negative and damaging consumer behavior.

Thereafter, the course focuses on the consumer, and mechanisms and theories that influence consumer behavior. In this part, we will cover the basic topics in consumer research, including:

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

Furthermore, the course focuses on the consumers in a social contexts and differences in consumer behavior across cultures, and how technology influences consumption, in addition to ethics in consumer behavior. Emphasis is placed on:

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

Subject description 6332

Consumer Behavior

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