30376 - COMMUNICATION AND CULTURAL CONSUMPTION DECISIONS
Department of Marketing
Course taught in English
(6 credits - II sem. - OBS | SECS-P/08)
Class 31: IOANNIS EVANGELIDIS
The course has two goals. 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, and happiness. Second, 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. We further discuss the research methods that managers can use in order to attain key consumer insights in such industries.
Course Content Summary
- Consumer Memory and Learning.
- Consumer Motivation and Goals.
- Consumer Attitudes.
- Influencing Consumers: Communication and Context.
- Influencing Consumers: Personal Characteristics and Culture.
- Influencing Consumers: Social Influence.
- Consumer Decision-Making: Preference Reversals.
- Consumer Decision-Making: Value Construction and Nudging.
- Consumer Satisfaction, Dissatisfaction, and Happiness.
- Conceptual, Experiential, and Cultural Consumption.
- Luxury Marketing.
Detailed Description of Assessment Methods
- Group Assignments (50%)
- Final Exam (50%)
There are opportunities for extra credit.
Non Attending Students
- Final Exam (100%): The exam is an individual written test that can cover materials from slides and scientific articles.
There is no textbook assigned for this course. Instead, students have to read the class slides and scientific articles indicated by the instructor at the beginning of the course.
Last change 25/06/2015 12:41