Exploring Consumer Behavior: Perceptions, Decisions, and Influences, Study notes of French Language

Download Exploring Consumer Behavior: Perceptions, Decisions, and Influences and more Study notes French Language in PDF only on Docsity! IB101 ONLINE CONSUMER BEHAVIOR DESCRIPTION In this course, the student will explore how perceptions, learning, memory, personality, and attitudes influence consumption behavior, how consumption changes during one’s life cycle, and how powerful cultural and subcultural influences are on consumers. This course is designed to provide knowledge of: The psychological foundations of consumer behavior. The mechanisms of influence that are most likely to lead consumers to change their attitudes, their beliefs and, most importantly, their actions. How to engage these mechanisms in building persuasive Communications. SEMESTER First CREDITS 5.00 TITULAR PROFESSORS RENÉE JIMÉNEZ free of charge OBJECTIVES To raise awareness of how Marketers understand Consumer behavior. To understand customer needs and wants as one of the major underpinning constructs of the marketing concept. Give you a comprehensive approach to Consumer Behavior from a Marketing perspective by exploring what motivates consumers. To understand how consumers respond to marketing activities, drawing mainly from psychology. To identify the components of demographic and psychographic characteristics of individuals and how these can influence buying behavior. To monitor one’s own knowledge gained in the marketing communication planning process. To guide you in approaching marketing from the clues, actions and attitudes that consumers show you both before, during and after the purchase process. To give you a general understanding of the differences between Consumer behavior and Business behavior.