Class Consumer Behaviour

UC in the area of marketing, which aims to address issues of consumer behavior. It is essential for anyone who is going to work in management, in any sector. The approach is practical, which is conducive to the workplace.

Not applicable

1 Introduction to the study of consumer behavior 1.1 Theories of consumer behavior 1.2 The consumer market decision-making process 2. Internal factors that influence the decision-making process 2.1 Perception, Emotion and Feeling 2.2 Attention, Memory and Learning 2.3 Cognition, Motivation and Reward 2.4 Personality, Attitude and Behavioral Change 3. External factors that influence the decision-making process 3.1 Family 3.2 Social Groups and Opinion Leaders 3.3 Culture and Subculture 3.4 Social Classes 3.5 Lifestyle and Fashion 3.6 Social Networks and Other Media 4. Explanatory models of consumer behavior 5. The consumer and Neuromarketing 5.1 Historical Evolution of Neuromarketing 5.2 Main concepts 5.3 Techniques Used in Neuromarketing 6. Consumer trends

The evaluation methodology is based on expository and active methods. The expository methodologies are used to transmit the basicknowledge of the curricular unit, while the active methodologies will be implemented through the performance of exercises and/orpractical works where the ability of students to work in groups is stimulated, favoring the deepening of the themes in a motivatingperspective their creativity and at the same time the application of the acquired knowledge. Continuous assessment will be based onan individual theoretical assessment exercise (50%) and on group work (50%). The assessment is carried out in accordance with theGeneral Assessment Regulation of the Universidade Lusófona do Porto.

Barracho, C. (2011). Consumo - Abordagem psicossociolo¿gica. Lisboa, Escolar Editora. Cardoso, A. A. (2009). O comportamento do consumidor. Lisboa, Lidel - Edic¿o¿es Te¿cnicas, Lda. Kajneman, D. (2021). Pensar Depressae Devagar. 12º Edição. Temas e Debates Editora. Kotler, P.; Kartakaya, H.; Setiawan, I. (2021). Marketing 5.0. Tecnologia para a Humanidade. Actual Editora Lindstrom, M. (2018). Buy.ology, A Cie¿ncia do Neuromarketing. 2.a edic¿a¿o reimpressa. Lisboa, Gesta¿oplus Edic¿o¿es. Maya, S. R., & Esteban, I. G. (2013). Casos de comportamiento del consumidor - Reflexiones para la direccio¿n de marketing. Madrid,ESIC Editorial. Rodrigues, F., Moreira, J., & Vitorino, L. (2013). Comportamento do Consumidor: Quando a Neurocie¿ncia, a Psicologia, a Economia e oMarketing se encontram. Viseu, Psicosoma.