Consumer behaviour (Mandelli)UNIVERSITÀ DELLA SVIZZERA ITALIANA
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- Mendrisio (Svizzera)
Cosa impari in questo corso?
The starting point for this course is that consumers define themselves by what they buy, and, vice versa, they buy based on how they define themselves. We build on cognitive and social psychology to understand better the processes underlying this conundrum. We do this primarily to influence what consumers buy, so as to make informed decisions as marketers in a business (for profit) context. The emphasis is on linking deep theoretical insight with practical application, and as such the course provides both the tools and the context for exercising these tools.
Solomon, M. (2013). Consumer behaviour: a European perspective. Pearson Education.
Older versions are fine too.