Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Marketing

PSICOLOGIA DO CONSUMO - 2016/2017

1º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutora Isabel Torres
Assistant Professor: Prof. Doutora Isabel Torres

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

The Psychology of Consumption aims to provide students an overview of the main factors influencing consumer behavior and thus develop appropriate business strategies.

Specific Aims/Objectives

It is intended to provide students with sufficient knowledge and tools which relate to the analysis of consumer behavior.

Skills to be acquired

Describe and characterize the factors and processes explaining consumer behavior , in particular those resulting from consumer behavior theories , motivation and perception.

Teaching Procedures

Theoretical concepts and resolved exemplary case studies of acquired concepts will be developed. Students will develop a set of case studies for the acquisition of skills

Programme

Unit 1. Introduction to Consumer Behavior Study .
1. History of Consumer Behavior .
2. General Concepts Consumer Behavior .
3. Consumer Behavior and Marketing.

Unit 2. Consumer Behavior Theories .
1. Rational .
2. Motivational .
3. Behavioural .
4. Social .
5. Existential .

Unit 3. Motivation and Consumer Behavior .
1. Internal and external variables Consumer .
2. Grace . Need. Motivation,
3. Theories of Motivation .

Unit 4. Perception and Consumer Behavior .
1.Concept of perception .
2. Process perceptive .
3. Features of perception .
4. Perception, sensation and stimulation.
5. Theories of Visual Perception.
6. Perception and Marketing.

Evaluation Type

The evaluation will held two written points and a brand research work.

Teaching Resources

The student´s active participation in the process of teaching and learning will be enhanced ,
for that privilege the independent business ( individual and collective ) of different approaches
and critical evaluation of the content

Sustainability Objectives

Keywords

Consumer behavior, needs, motivation, perception, attitudes.

Main Bibliography

Complementary Bibliography