Consumer Behavior

About

Consumer Behavior is one of the most exciting areas in the field of marketing. Every day, we are exposed to thousands of marketing stimuli designed to inform, persuade, and influence our purchasing and consumption decisions.

Course leader

Prof. Simona Romani sromani@luiss.it

Target group

Bachelor's degree students

Course aim

Consumer Behavior applies concepts, theories, and principles from the various social (behavioral) sciences to understand factors influencing the acquisition, consumption, and disposition of goods, services, and ideas. This course explores consumer behavior by determining consumers’ needs and wants, how they are satisfied and the environment in which the behavior occurs. Specifically, the course introduces students to psychology, economics, and sociology and their relationship to consumer behavior. The program involves students directly in the study and analysis of consumer behavior while developing students’ ability to translate data into marketing action implications.

Fee info