Università Roma Tre

Consumers think, learn, remember and act according to a sum of internal and external influence factors. Being able to understand how choice, purchase and consumption processes take place is crucial, in order to remove uncertainty from marketing decisions, which otherwise should only rely on manager experience/intuition.
Main course topics are structured as follows:
• Purchase and consumptions: introduction to consumer behaviour analysis.
• Consumer as individual:
• Need, motivation and involvement
• Exposure, attention and comprehension
• Product knowledge, self-knowledge and memory
• Learning
• Attitude
• Decision process
• Social dimension of consumption
• Macro-environment: culture, sub-culture and social class
• Micro-environment: reference groups, consumption communities and family.

Dalli, D., Romani, M., 2011. Il comportamento del consumatore. Franco Angeli, Milano.