Corso Vittorio Emanuele II, 39 - Roma 0669207671

Communication Sciences (Academic Year 2020/2021) - Digital Corporate Communication

The psychology of consumption


Credits: 8
Content language:Italian
Course description

The course focuses on the analysis of consumer purchasing behavior, i.e. the processe and conduct that characterize individuals in their purchasing and consumption of products and services.

In particular, the course has the following objectives:

1) to illustrate the fundamental concepts of consumer behavior as a study discipline and its main theoretical bases of reference;

2) to identify the main factors able to influence individual decisions; deepen the decision-making processes and their basic steps; illustrate the main actors involved in these processes;

3) to decline the analysis of consumers' behavior according to a marketing perspective, illustrating the usefulness of consumer knowledge for the elaboration of effective marketing strategies and tactics in both profit and non-profit enterprises.

Prerequisites

No prerequisites in particular

Objectives

At the end of the course students should be able to describe the main antecedents of individuals' purchasing and consumption choices; they should also be able to produce consumer insights. Finally, they will have to understand the usefulness of the knowledge acquired for the marketing management activities of companies.

Program

The course focuses on the analysis of consumer purchasing behaviour, i.e. the processes and conduct that characterize individuals in their purchasing and consumption of goods and services. In particular:

- the main theoretical frameworks available to explain the decision-making processes;

- the main phases of the decision-making processes;

- the main actors involved in decision-making processes.

Book
Psicologia dei consumi. Marketing e neuromarketing per l'innovazione centrata sulle persone
di Nadia Olivero (Autore) , Vincenzo Russo (Autore) McGraw-Hill Education, 2022
Exercises

During the course, students will be required to complete two mandatory deliverable exercises. These exercises will be multiple-choice questions on some videolessons. The mandatory exercises can be found online together with the respective videolessons.

In addition, an exercise related to the Fishbein model will be uploaded online. This exercise will be non-deliverable and the correction will be done within an interactive lesson.

Professor/Tutor responsible for teaching
Carmela Donato
Video professors
Prof. Carmela Donato - LUISS Guido Carli (Roma - Italia)
List of lessons
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    •  Lesson n. 6: Atteggiamento  Go to this lesson
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    •  Lesson n. 7: Apprendimento  Go to this lesson
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    •  Lesson n. 9: Valutazione  Go to this lesson
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    •  Lesson n. 12: Scelta  Go to this lesson
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