HU Credits: 1

Degree/Cycle: 2nd degree (Master)

Responsible Department: Business Administration

Semester: 1st Semester

Teaching Languages: English

Campus: Mt. Scopus

Course/Module Coordinator: Prof Alan Malter

Coordinator Email: alan.malter@mail.huji.ac.il

Coordinator Office Hours: upon appointment

Teaching Staff:
Prof Alan Malter

Course/Module description:
In this class we will try to learn how and why consumers behave the way that they do. We will explore our intuitions about our own behavior. We will learn about theories developed in marketing, psychology and other behavioral sciences. And we will learn how to use these theories to predict how consumers will respond to different marketing activities.

This course is designed to provide knowledge of:
1) the psychological foundations of consumer behavior
2) the mechanisms of influence that are most likely to lead consumers to change their attitudes, their beliefs, and, most importantly their actions
3) how to engage these mechanisms in building persuasive communications

The focus of this class will be on scientific research (of behavioral scientists from multiple disciplines) that illuminates the psychological processes underlying consumer behavior. Along with its implications for designing effective marketing communications, the course will provide broader practical knowledge on real-world consumer behavior problems.

Course/Module aims:
• Acquire a framework for analyzing consumer behavior problems
• Learn how consumer behavior can be affected by different marketing strategies
• Show how behavioral evidence can be used to evaluate alternative marketing strategies
• Develop a deeper understanding of consumer behavior by learning about relevant psychological and sociological theories
• Acquire experience in applying these theories to real-world consumer behavior problems

Learning outcomes - On successful completion of this module, students should be able to:
(1) understand how the firm can benefit from better understanding of consumer behavior.
(2) develop skills in applying the analytical concepts and tools of behavioral science to such consumer-related decisions.
(3) Make and defend marketing decisions in the context of real-world consumer behavior
problem with incomplete information (case studies).
(4) Improve skills in written and oral
communication (written tasks and class presentation).

Attendance requirements(%):
100 (camera on)

Teaching arrangement and method of instruction: The course uses lectures and case discussions, personal case write-ups, team presentation and a final project to achieve these objectives.

Course/Module Content:
THE CONSUMER DECISION MAKING PROCESS
* Pre-Purchase Process
- Need Recognition & Search
- Exposure & Attention
- Comprehension & Opinion Formation
- Storage & Retrieval
- Evaluation & Choice
* Purchase Process
- Evaluation & Choice
- Decision Biases
* Post-Purchase Process
- Consumption & Evaluation

INDIVIDUAL INFLUENCES ON THE DECISION MAKING PROCESS
- Demographics, Psychographics, & Consumer Motivation
- Consumer Beliefs, Attitudes, & Intentions

ENVIRONMENTAL INFLUENCES ON THE DECISION MAKING PROCESS
- Culture & Consumer Behavior
- Group and Personal Influence

Required Reading:
Chapters from the course text book and scientific articles. A detailed list will be provided.

Additional Reading Material:
A detailed list will be provided.

Grading Scheme :
Other 100 %

Additional information:
See the course homepage on "moodle" for detailed information on course topics, mandatory reading, course requirements and grade composition.