Publication in the Diário da República: Despacho nº 1887/2016 - 05/02/2016
4 ECTS; 2º Ano, 1º Semestre, 60,0 TP + 15,0 OT , Cód. 964028.
Lecturer
- Maria Alexandra Falcão Bento Baptista Vilhena de Carvalho (1)(2)
(1) Lead Professor
(2) Teaching Professor
Prerequisites
Not applicable.
Objectives
On completion of the module the students should have a general overview of the consumption process and its influencing variables as well as the impact of marketing on consumer bahaviour.
Program
1 - Consumption and the Sociological Study
1.1 - Consumption, Consumerism, Ecological Consumerism
1.2 - Motivations for Consumption
1.3 - Consumer Rights and Duties
2 - Evolution of Consumption
2.1 - Pre-Industrial Period
2.2 - Luxury Consumption and Social Distinction
2.3 - Consumption in the Industrial Revolution
2.4 - Mass Consumer Society
2.5 - Global and Digital Consumption
3 - Theoretical Approaches to Consumption
3.1 - Peter Corrigan, Mary Douglas & Baron Isherwood, Jean Baudrillard, Thorstein Veblen, Pierre Bourdieu
4 - Group Influences and Consumption
4.1 - The Family
4.2 - New Consumption Trends in Families
4.3 - Other Belonging Groups
5 - Consumption Process and Learning
5.1 - Consumption Process
5.2 - Learning and Consumption
5.3 - Attitudes and Behaviors
5.4 - Variables Environmental and the Consumer
5.5 - Personal Variables and the Consumer
6 - Purchases
6.1 - Behavioral, cognitive, affective/emotional, social and cultural, motivational/psychodynamic, interactive/modern approaches
6.2 - Models: Lancaster, Nicosia, Howard & Sheth, Engel, Blackwell and Kollat, Granbois, Pollay
7 - Importance of advertising and marketing
7.1 - The influence of advertising on the formation of needs and desires
7.2 - The role of emotions in consumer behavior
7.3 - The construction of identity and lifestyle through brands
7.4 - The influence on purchase decision processes
7.5 - Loyalty and long-term relationships with the consumer
7.6 - Social and cultural impact of advertising and marketing
8 - Future Trends
8.1 - Data-driven personalization
8.2 - Increasing use of artificial intelligence
8.3 - Influence of social networks and content creators
8.4 - Immersive and interactive experiences
8.5 - Values-based marketing and social responsibility
8.6 - Integration between digital and physical channels
Evaluation Methodology
Continuous assessment: written test(60%) and practical assignment with presentation(40%). Students who satisfy the continuous assessment requirement (minimum mark 9.5/20) will be exempted from exam.
Final assessment: written test(100%).
Bibliography
- Baudrillard, J. (2014). A Sociedade de Consumo. (Vol. 54). Lisboa: Edições 70
- Bergamo, F. (2023). Comportamento do consumidor. São Paulo: UNASPRESS
- Bezerra, L. e Dias da Silva, J. (2021). Comportamento do consumidor na era digital. Curitiba: Intersaberes
- Santos, B. (1994). O Livro dos Consumidores. Lisboa: Bertrand
Teaching Method
Theoretical classes where the topics of the program are covered, complemented by practical classes where these topics are discussed and where students also present their work.
Software used in class
Not applicable.
