Consumer Behavior

Department

International Program

Course unit code

IFLV6524

Number of ECTS credits allocated

3.0

Name of lecturer(s)

Lozada Héctor R., PhD

Recommended optional program components

none

Recommended or required reading

Niosi, Andrea. (2021). Introduction to consumer behaviour. BCcampus. https://opentextbc.ca/introconsumerbehaviour/.

Level of course unit

Bachelor

Year of study

Spring 2025

Semester when the course unit is delivered

2

Language of instruction

English

Learning outcomes of the course unit

This course is designed as an introduction to the field of consumer behavior. The expectation is that at the end of the course, you will be able to distinguish and illustrate the issues that underlie consumer decisions, the variables that influence these decisions, and how they affect marketing. Additionally, you will be exposed to research in consumer behavior and the social sciences on which the study of consumer behavior is based. In doing so, you will become adept at drawing conclusions and implications relevant to marketing strategy.

Course contents

Day 1:
• Overview of Consumer Behavior (Recap)
• Segmentation Targeting and Positioning
• Consumer Motivation and Personality
Afternoon Session (3 hours)
• Consumer Perception
• Consumer Learning

Day 2:
Morning Session (3 hours)
• Attitude Formation and Change
• Persuasion
• Advertising and Consumer Behavior
Afternoon Session (3 hours)
• Advertising and Consumer Behavior, Part 2

Day 3:
Morning Session (3 hours)
• Family
• Culture, Subcultures, and Consumer Behavior
Afternoon Session (3 hours)
• Cross-Cultural Consumer Behavior

Day 4:
Morning Session (3 hours)
• Consumer Research, Part 1
Afternoon Session (3 hours)
• Consumer Research, Part 2

Day 5:
Morning Session (3 hours)
• Consumer Decision Making and Diffusion of Innovations
• Ethics and Social Responsibility

Planned learning activities and teaching methods

The class will be a mix of lectures and discussions. I will assume that you have covered the material prior to class and made a real effort to understand it. I will typically seek to build on the assigned readings. The text chapters will be used for class discussion and will appear on the exams. Extensive class participation will add to your learning. All students are expected to be able to participate fully in class discussions.

Work placement(s)

none