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HU Credits:
3
Degree/Cycle:
1st degree (Bachelor)
Responsible Department:
Environmental Economics & Management
Semester:
2nd Semester
Teaching Languages:
Hebrew
Campus:
Rehovot
Course/Module Coordinator:
Prof. Eyal Ert
Coordinator Office Hours:
Sunday 15:00-16:00
Teaching Staff:
Prof Eyal Ert
Course/Module description:
Consumer behavior is the study of relationships – psychological, sociological and cultural - humans have with objects and services which serves them in their life.
Understanding the consumer behaviour discipline is necessary for developing capacities for attitude changing in general and particularly in marketing and persuasive communications.
The course focuses in understanding the consumer as an individual who lives in social and cultural systems, introducing the relevant theories and updated professional methods in the field of influencing attitudes, perceptions, believes and actual consumption behavior.
Course/Module aims:
Main objectives include learning the:
-Key relevant theories in cognitive psychology and behavioral economics.
-The building blocks of consumer behavior process: motivations, search, attention & perception, judgement & decision making.
- Research methods available for studying consumer behavior
-understand the implications of the "information age" on consumers and marketers
Learning outcomes - On successful completion of this module, students should be able to:
On successful completion of this course,
students will be able to:
+Describe and analyze consumption behavior and its different phases
+Explain the psychological mechanisms that trigger consumer behavior.
+Identify and manipulate cognitive biases affecting consumer's memory, information search, decision making and attitudes.
+ Analyze persuasive communications and evaluate them by professional parameters.
+Choose and use the appropriate research methods for mapping, identifying and evaluating consumer behavior.
Attendance requirements(%):
100
Teaching arrangement and method of instruction:
Lectures and class discussions
Reading of experiential case studies and academic papers
Course/Module Content:
Course Content:
Psychological models of motivations
The internal & external search for information
Attention & perception – information processing
Learning theories and the formation of attitudes
Persuasion processes
Post-purchase behavior
Consumer research methods
Required Reading:
Judy Graham (2004) Critical Thinking in Consumer Behavior: Cases and Experiential Exercises. Pearson, Prentice Hall, 2004
Additional Reading Material:
Consumer Behavior (4th-6th Edition) by Wayne D. Hoyer, Deborah J. MacInnis
Norton, M. I., Rucker, D. D., & Lamberton, C. (Eds.). (2015). The Cambridge Handbook of Consumer Psychology. Cambridge University Press. (ebook available in the library)
Course/Module evaluation:
End of year written/oral examination 90 %
Presentation 0 %
Participation in Tutorials 10 %
Project work 0 %
Assignments 0 %
Reports 0 %
Research project 0 %
Quizzes 0 %
Other 0 %
Additional information:
none
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