30376 - COMMUNICATION AND CULTURAL CONSUMPTION DECISIONS
Course taught in English
Go to class group/s: 31
The course has two key objectives. First, students develop a deep understanding of consumer behavior. We cover the typical consumer decision process, as well as specialized topics such as conceptual, experiential, cultural, and luxury consumption. Students are exposed to state-of-the-art academic research on topics such as consumer memory, communication, persuasion, decision-making, and happiness. Second, since this course is a laboratory, students learn to apply the study of consumer behavior to cultural and creative industry contexts. We discuss how extant theory can be used in order to predict and influence how people behave as consumers of cultural and creative products. Wefurther discuss the research methods that managers can use in order to attain key consumer insights in such industries. You are assigned with specific problems and you are asked to propose a solution.
- Memory and learning.
- Motivation and goals.
- Cognition, Emotions, and Attitudes.
- Communication and Context.
- Personal Characteristics and Culture.
- Social Influence.
- The Psychology of Price and Numbers.
- Preference Reversals.
- Satisfaction, Dissatisfaction, and Happiness.
- Experiential, Conceptual, and Cultural Consumption.
- Consumer and Environment.
- Luxury Consumption.
- Understand how consumers navigate through the decision-making process (in particular, how consumers recognize a need, search for information, evaluate different options, and make purchase decisions).
- Identify factors influencing the decision-making process (e.g., culture, personal characteristics, marketing communications, social pressure, environment, etc.).
- Predict and influence consumer behavior across a wide range of domains (including cultural and creative products, consumer products, prosocial behavior, etc.).
- Face-to-face lectures
- Group assignments
In each assignment, students work in teams. Students implement one of the concepts discussed in the readings to a cultural/creative brand, product, or service of their preference. In some assignments, students may be asked to come up with a solution to a given problem. Students are asked to present their idea for 5-10 minutes.
|Continuous assessment||Partial exams||General exam|
For this course, students are evaluated based on either individual or group assignments and based on a final written exam at the end of the course. The exam determines 50% of the final grade, while the assignments account for the remaining 50%. The exam is an individual written test that can cover materials from slides and scientific articles. The exam consists of open questions.
The exam determines 100% of the final grade. The exam is an individual written test that can cover materials from slides and scientific articles. The exam consists of open questions.
There are no textbook assigned for this course. Instead, students have to read: 1) the class slides, and 2) scientific articles:
- J. ROEDDER, B. LOKEN, K. KIM, A.B. MONGA, Brand concept maps: A methodology for identifying brand association networks, Journal of Marketing Research, 2006, 43, 549–563.
- R. KIVETZ, O. URMISKY, Y. ZHENG, The goal-gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention, Journal of Marketing Research, 2006, 43, 39−58.
- M. FRIESTAD, P. WRIGHT, The persuasion knowledge model: How people cope with persuasion attempts, Journal of Consumer Research, 1994, 21, 1-31.
- J. AAKER, V. BENET-MARTINEZ, J. GAROLERA, Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs, Journal of Personality and Social Psychology, 2001, 81, 249–264.
- A. TVERSKY, D. KAHNEMAN, The framing of decisions and the psychology of choice, Science, 1981, 211, 453-458.
- D. ARIELY, G. LOEWENSTEIN, D. PRELEC, Tom Sawyer and the construction of value, Journal of Economic Behavior & Organization, 2006, 60(1), 1-10.