CONSUMER BEHAVIOR

The study of consumer behavior, the role of consumer behavior within the marketplace and in the company's marketing strategy; an examination of motivation, perception, personality, learning and attitudes and impact on the purchasing decisions of consumers

Course Objectives • Decode real consumer decision-making by applying psychological principles such as motivation, perception, memory, and attitudes to modern purchase contexts like e-commerce, social media, and mobile apps. • Analyze consumer behavior across cultures and societies, understanding how globalization, social class, values, and diversity shape consumption patterns in both emerging and developed markets. • Evaluate high-effort vs. low-effort decision processes to explain why consumers sometimes make rational choices and other times rely on habits, emotions, influencers, or algorithms. • Assess the impact of innovation, technology, and digital environments on consumer adoption, resistance, and brand switching behavior in fast-changing global markets. • Apply ethical and socially responsible marketing perspectives to balance firm profitability with consumer well-being, sustainability, and long-term brand trust.

Class Rules

1. Students are required to read and understand the core concepts presented in the textbook Consumer Behavior - Buying, having, Being 14e edition by Michael R. Solomon, Cristel Antonia Russell including theories on brand, social media, identities motivation. 2. Active participation in class discussions, group activities, and case study analyses is essential to apply theoretical knowledge to practical concept addressing Consumer Behavior.

Students will learn how consumer behavior concepts are used to: 1. Design effective digital marketing strategies by understanding how consumers process ads on platforms like Instagram, YouTube, Amazon, and emerging AI-driven recommendation systems. 2. Improve product design and innovation success by predicting consumer adoption, resistance, and post-purchase satisfaction especially for new technologies and global brands. 3. Influence consumer attitudes and choices ethically using insights into persuasion, nudges, branding, symbolism, and social influence without misleading or exploiting consumers. 4. Segment global markets more accurately using psychographics, lifestyle analysis, and cultural insights rather than relying only on age, income, or geography. 5. Support managerial decision-making in pricing, branding, customer experience, and sustainability initiatives by translating consumer insights into actionable business strategies.