Consumer Behaviour
Code: 42224 ECTS Credits: 10| Degree | Type | Year | Semester |
|---|---|---|---|
| 4313148 Marketing | OB | 0 | 1 |
Contact
- Name:
- María Pilar López Belbeze
- Email:
- Pilar.Lopez@uab.cat
Use of Languages
- Principal working language:
- spanish (spa)
Teachers
- Vicent Borrás Català
- Isabel Pellicer Cardona
Prerequisites
No requirements.
Objectives and Contextualisation
Block I: Sociology of Consumption (part A and B)
1. Knowledge and visualization the characteristics of our consumer society.
2. Understanding the explanations on consumer behaviour from different theoretical perspectives.
3. Understanding the link between class, gender, life cycle and consumption practices.
Block II: Social Psychology of Consumption (part C and D)
1. Identify the role of consumers in society and argue the consumer society.
2. Know what the social Psychology of consumption: evolution, theories and methodologies.
3. Understand the symbolic dimension that characterizes the phenomenon of consumption.
4. Identify main phenomenons and processes that allow us to understand the consumer behavior in our social and cultural environment.
5. Know the current demographic and socioeconomic environment.
6. Analyze, interpret and predict social changes through the analysis of the present.
7. Acquire knowledge of social psychology concerning the formation of identity, group behaviour, social change and the formation of attitudes, which help to understand the role of citizens as consumers.
8. To reflect on the relevance of consumption as praxis of relationship and identity generation in contemporary society.
9. Examine new perspectives and critical lines in the practice and resignification of consumption.
10. Define with accuracy and know how to explain the main psychological processes that influence the purchase act.
11. Identify and disaggregate the operation of decision making, in the act of purchase.
Competences
- Develop communicative skills in oral presentations before critical audiences.
- Display a broad vision of consumer behaviour that covers psychology, sociology, economics and marketing.
- Provide innovative solutions to commercial problems.
- Work in interdisciplinary teams.
Learning Outcomes
- Develop communicative skills in oral presentations before critical audiences.
- Distinguish the major frameworks of social interpretation and their different effects on the understanding and construction of consumption.
- Identify the key factors that explain differences in consumer behaviour.
- Recognise and seek out the different stages in the evolution of consumption and their continuance in the current model.
- Reflect on the importance of consumption as a praxis of relation and generation of identities in contemporary society.
- Work in interdisciplinary teams.
Content
SECTION I: SOCIOLOGY CONSUMPTION
Part A: Sociological Bases of the study of consumption. (2.5 ECTS)
1. Genesis, Creation and Sstructures of the consumer society.
-Historical, economic and social aspects of the consumer society.
-Approach to historical development.
2. Theoretical perspectives of consumption: consumer in the economic theory.
-Symbology and consumption. Structuralism.
-Production and consumption: workingprocesses and consumption practices.
-Desire, identity and consumption. The "postmodernism" theorists.
Part B: Consumer social profiles. (2.5 ECTS)
3. Social class as the structuring axis of consumption.
-Social stratification.
-Analysis of the impact on the consumption.
4. Gender as the structuring axis of consumption.
-Identity and gender role
-Gender Studies
-Analysis of the impact of the gender in the consumption.
5. Life cycle of individuals as a structuring axis of consumption.
-Stages or phases of an individual's life.
-Life cycle studies.
-Effects on consumption.
SECTION II: PSYCHOLOGY CONSUMPTION
Part C: Psychological Bases of the consumer. (2.5 ECTS)
6. Consumer analysis.
-The economic psychology and the relations between psychology and economy.
-Psychosocial approach: social psychology as discipline, general characteristics and main orientations
7. Consumption as a dominant praxis in the global society.
- Environment.
-The 3 eras of the consumer society.
-From the Hommo economicus to the Hommo consumers.
-Prospective. Evolution of the environment, forecasting and planning.
-Social tendencies: trend cycles.
-Habits of consumption.
Part D: Consumer psychological processes. (2.5 ECTS)
8. Cognitive functions and psychological processes.
-Attention and perception.
-Learning and memory.
-Motivation, emotion and attitude.
-Thoughts.
9. Purchasing decision making process.
-intuitive, emotional, heuristic and instinct decisions.
-The evaluation of the product.
-Purchase decision.
-Postpurchase Process.
Methodology
The lectures are participatories. First, the master lesson is made by the teacher where students can intervene to comment and contribute ideas. The second part of the class is practices in which they discuss advertising, campaigns Marketing and some practical anomalous experiences, in relation to the topic.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Lectures | 75 | 3 | 1, 2, 3, 4, 5, 6 |
| Type: Supervised | |||
| Practices in class | 50 | 2 | 1, 2, 3, 4, 5, 6 |
| Type: Autonomous | |||
| Individual tasks | 100 | 4 | 1, 2, 3, 4, 5, 6 |
Assessment
General rules for evaluating modules
This module is structured in different parts. Each part is in charge of different teachers. The final grade of the module consists of the average of the points of each subject or part. It is considered that the module has been approved if:
1. the grade of each part of the module is greater than or equal to 5 (on a scale of 0 to 10) and
2. the final grade of the module is greater than or equal to 5 (on a scale of 0 to 10)
If the module is not approved, master coordination will offer the student the possibility of re-evaluating only one part or several parts in order to pass the module according to the assessment of the teachers of the modules and master comission. If the student approves the re-evaluation, the maximum grade that will be obtained in the reevaluated part will be 5. The calendar of the re-evaluations will be made public along with the list of notes of the module.
If the student does not attend at least 80% of the face-to-face classes (a control will be kept with a signature sheet) or if the student does not perform at least 50% of the continuous assessment activities, the student will have a grade "Not Evaluated". Each teacher will specify in this guide how they will evaluate the students. If not specified in the guide, those evaluation standards will be delivered on the first day of class in writing.
In order to successfully pass the CONSUMER BEHAVIOR module, it is necessary to carry out tests, as well as to demonstrate sufficiency in the project proposed in class (analysis of a market trend, from a sociológic point of view and applied in the same).
Specifically, the final evaluation of the module will be based on the following criteria:
- Exams (50%): This criterion is configured with two tests of 25% each one (one in the Block I -consumption sociology-25% and one in the Block II -consicology of consumption- 25%).
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Project | 50 | 15 | 0.6 | 1, 2, 3, 4, 5, 6 |
| Test | 50 | 10 | 0.4 | 2, 3, 4, 5 |
Bibliography
BLOCK I : SOCIOLOGY OF CONSUM (Part A & B)
ALONSO L. E. (2005), La era del consumo. Madrid, Siglo XXI
ALONSO L .E. (2009), Prácticas económicas y economía delas prácticas. Crítica del posmodernismo liberal, Madrid, Ed Catarata
ALONSO L. E., CONDE F. (1994), Historia del consumo en España: Una aproximación a sus orígenes y primer desarrollo, Madrid, Debate
ALONSO L. E., CALLEJO J. (1994) “ Consumo e individualismo metodológico: Una perspectiva crítica” a Política y Sociedad, 16 pp111-134
ALONSO L. E. (1989), ‘Proceso de trabajo y objeto de consumo. Apuntes para un análisis de su evolución conjunta’, Sociología del Trabajo, 8, pp.59-80 .
ANDRES ORIZO F. (1977), Las bases sociales del consumo en España, Madrid, Confed. Española de Cajas de Ahorro.
BARTHES R. (1980), Mitologías, Madrid, Siglo XXI.
BAUDRILLARD J. (1969), El sistema de los objetos, Madrid, Siglo XXI.
BAUDRILLARD J. (1987), Crítica de la economía política del signo, Madrid,Siglo XXI.
BAUMAN Z. (2007), Vida de consumo, Madrid, Fondo de Cultura Económica
BENERÍA L. (1981), ‘Reproducción, producción y división social del trabajo’, Mientras Tanto, 6, Barcelona.
BOCOCK R. (1993), El consumo, Madrid, Talasa Ediciones
BORRÀS CATALÀ V. (1998) El consumo, un análisis sociologico. Barcelona, Cedecs.
BORRAS V. (2007), “Las desigualdades en el consumo a traves del género” RES nº8 pp139-156.
BOURDIEU P. (1991), La distinción. Criterio y bases sociales del gusto. Altea, Taurus Humanidades
CONDE F. ALONSO L.E. (1996) “Crisis y transformación de las sociedades de consumo: de los modelos nacionales al modelo glocal” a Estudios sobre Consumo nº36, pp 13-27
CASTELL R. (1995) “De la exclusión como estado a la vulnerabilidad como proceso” a Archipielago nº21 pp 27-36
CASTELLS M. (1997) La era de la información. Economía, Sociedad y Cultura. Vol I La sociedad red. Alianza. Madrid.
CASTILLO CASTILLO J. (1987), Sociedad de consumo a la española, Madrid, Eudema Actualidad.
CASTILLO CASTILLO J. (1988), ‘La singular sociología de Thorstein Veblen: el caso de la condición femenina’, REIS, 43, pp. 7-22.
DOBB M. (1975) Teoría del valor y de la distribución. Ideología y teoría económica. Buenos Aires, Siglo XXI.
DURAN Mª A. (1988), De puertas adentro. Madrid, Instituto de la Mujer.
FEATHERSTONE M. (1992), Consumer Culture and Postmodernism, London, Sage.
GALBRAITH J. K. (1992), La Sociedad Opulenta, Barcelona, Ariel
GREEN J.H.A. (1976), La teoría del consumo, Alianza Universidad, Madrid.
GRIGNON C. PASERON J.P. (1992) Lo culto y lo popular. Miserabilismo y populismo en socilogía y en literatura, Madrid, La piqueta.
LEE M. J. (1993), Consumer culture reborn, London, Routledge.
LEONINI L. (1990-91), ‘A che servono le cose? A proposito di due contributi sui consumi’, Quaderni di Sociologia, 29, pp. 168-178.
LIPOVETSKY G. (2007), La felicidad paradójica, Barcelona, Anagrama.
LIPOVETSKY G. (1990), El imperio de lo efímero, Barcelona, Anagrama
MEEK R. (1980) Smith, Marx y después. Diez ensayos sobre el desarrollo del pensamiento económico. Madrid, Siglo XXI.
MARAFIOTI R.(1988), Los significantes del consumo. Semiología, medios masivos y publicidad, Buenos Aires, Biblos
ROCHEFORT R. (1995), La société des consommateurs, Francia, Editions Odile Jacob.
PAHL J. (1990), ‘Housedold speeding, personal speeding and the control of money in marriage’, Sociology, 24, 1, pp. 119-138.
PRETECEILLE E. (1975), ‘Besoins sociaux et socialisation de la consommation’, La pensée, 180, pp. 22-60.
PRETECEILLE E., TERRAIL, J. P. (1986), Capitalism, consumption and needs, Oxford, Basil Blackwell
PRESVELOU C. (1968), Sociologie de la consommation familiale, Paris, Les editions vie ouvrière.
TERRAIL J-P (1975), ‘Production des besoins et besoins de la production’, La pensée, 180, pp. 6-21.
TAYLOR-GOOBY P. (1985), ‘Personal Consumption and Gender’, Sociology, 19, 2, pp. 273-284.
VEBLEN T. (1944), Teoría de la clase ociosa, Mexico, Fondo de Cultura Económica.
BLOCK II: SOCIAL PSICOLOGY OF THE CONSUMPTION (Part C & D)
Botella, M.; Domènech, M, et alt. (1999) Psicología social. Barcelona. Barcelona: Editorial UOC.
Descals, A. M. (2006). Comportamiento del consumidor (Vol. 36). Barcelona: Editorial UOC.
Dubois, B.; Rovira, A. (1998) Comportamiento delConsumidor. Comprendiendo al Consumidor. Madrid. Prentice Hall, 2ª Edición.
Gil, A.; Feliu, J. (2004) Psicología económica y del comportamiento del consumidor. Barcelona: Editorial UOC
Hawkins, D.I.; Mothersbaugh, D. L. (2013) Consumer Behavior: Building Marketing Strategy, 12th Edition, McGraw‐Hill Higher Education SOLOMON, M., BAMOSSY, G. & ASKGAARD, S. (2006): Consumer Behaviour: a European Perspective, 3ª Edition, Harlow: Prentice Hall.
Páramo Morales, D. (2004). El Fenómeno de Consumo y el Consumo en Marketing. Convergencia. Revista de Ciencias Sociales, 11(34),221-250.
Peter, J. P., Olson, J. C., Jorge Luis Blanco y Correa Magallanes, Taymani, Y. L., & Nicolesco, J. D. (2006). Comportamiento del consumidor y estrategia de marketing. McGraw-Hill.
Quiñones, C., (2013). Desnudando la mente del consumidor: consumer insights en el marketing. Paidós Empresa.
Quintanilla, I. (2002) Psicología del consumidor. Madrid: Prentice Hill.
Rivas, J. A.; Esteban, I. G. (2010). Comportamiento del consumidor. Decisiones y estrategia de marketing. Madrid: Esic Editorial.
Rivera Camino, J. Arellano Cueva, R. y Molero Ayala, V. (2009). Conducta del consumidor. Estrategias y tácticas aplicadas al marketing. Segunda Edición. Madrid: ESIC.
Schiffman, L.G.; Kanuk, L.L. (2005) Comportamiento del Consumidor. Madrid: Pearson.
Thaler, R. H., 2018, “Economía del comportamiento: pasado, presente y futuro”. Revista de Economía Institucional, 20(38), 9-43. https://doi.org/10.18601/01245996. v20n38.02 Thaler, R., 2015, Todo lo que he aprendido con la psicología económica. Deusto S.A. Ediciones.
Torres J. (2004) Consumo, luego existo. Poder, mercado y publicidad, Barcelona: Icaria
Zaltman, G. (2004). Como piensan los consumidores. 1ª edición. Ediciones Empresa Activa: Madrid.