This course investigates the dynamics of human behavior and how it relates to decision making in the global marketing environment.
Initial introductory concepts of the course relates specifically to culture and the dimensions of culture, which explains differences and similarities in consumer behavior.
It highlights divergence and convergence in consumer behavior, the emergence of global consumer culture and ethnic consumption, and the impact of acculturation and enculturation on consumption. It reviews the cultural aspects of the most common theories of consumer behavior at the various levels. At the individual level we address, motivations, the self, and mental processes, cognitive styles, perception and learning. At the social level we discuss group memberships, social classes, conformity, public and private meanings.
The consequences for consumer research techniques, segmentation, targeting and positioning and communication strategies across culture are presented. The course focuses on the consumption domains most impacted by culture, such as sports, food and beverages, luxury goods and services, fashion and beauty products.