ECONOMIA COMPORTAMENTALE E TEORIA DEI CONSUMI
(objectives)
The course focuses on topics linked to consume behavior which, in the light of the most recent analysis methodologies, is characterized by poor rationality, errors (bias) and a "heuristic" approach to solving problems. These behaviors together with the close relationship between emotion and purchase decision are used in the marketing sector to increase the purchase of products.
1. KNOWLEDGE AND UNDERSTANDING The course aims to provide basic theoretical and empirical knowledge in order to allow the student to independently understand consumer behavior and marketing strategies. This knowledge will be acquired mainly through lectures, reading targeted texts and participating in in-depth thematic seminars.
2. ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING The student must be able to apply the methodological and theoretical knowledge acquired in the interpretation of consumer behavior. These specific skills will be developed mainly through the study of case studies, the realization of the project work and the debate in the classroom.
3. AUTONOMY OF JUDGMENT The autonomy of judgment will derive from the understanding and knowledge of theoretical and empirical analysis methodologies. This is built through lessons that encourage reasoned discussion and that stimulate confrontation.
4. COMMUNICATION SKILLS The student should acquire the ability to expose and present with mastery of language and adequate analytical skills the problems and topics covered by the course. The realization and presentation of the project work will aim precisely to implement this skill
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Code
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17910 |
Language
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ITA |
Type of certificate
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Profit certificate
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Credits
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8
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Scientific Disciplinary Sector Code
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SECS-P/02
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Contact Hours
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48
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Type of Activity
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Core compulsory activities
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Teacher
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SORRENTINO Alessandro
(syllabus)
Course Description The course is divided into two parts. In the first part, our purpose is to study microeconomic theories related to demand (consumer preferences, revealed preferences and choice under uncertainty) and the most relevant topics of behavioural economics (paradoxes of rational choice theory, probability weighting, loss aversion, behavioural biases). In the second part, the course is devoted to focus on the main psychological models used to analyze consumer decision-making processes. Specifically, the role of cognitive and emotional factors affecting consumer choice. The last part of the course will cover relations between communication and consumer choice, the role of cognitive psychology in unfair trade practises analysis and the psychological bases of the context effects on consumer choice.
(reference books)
Testi consigliati 1. Varian H. R. (2014). Intermediate Microeconomics (qualsiasi edizione). W. W. Norton & Company. 2. Guéguen, N. (2009). Psicologia del consumatore, Bologna: Il Mulino, 2010. 3. Bonini, N. & Hadjichristidis, C. (2009). Il sesto senso: Emozione e Ragione nella decisione, Il Sole24Ore: Milano. Altro materiale fornito dal docente durante il corso.
Bibliografia di riferimento Tversky and Kahneman “Rational Choice and the framing of decisions” The Journal of Business, vol.59, n.4 pp. 251-278
Plous, S. (1993). The psychology of judgment and decision making. Mcgraw-Hill Book Company.
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Dates of beginning and end of teaching activities
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From to |
Delivery mode
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Traditional
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Attendance
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not mandatory
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Evaluation methods
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Oral exam
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Teacher
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CACCHIARELLI Luca
(syllabus)
The course is divided into two parts. In the first part, our purpose is to study microeconomic theories related to demand (consumer preferences, revealed preferences and choice under uncertainty) and the most relevant topics of behavioural economics (paradoxes of rational choice theory, probability weighting, loss aversion, behavioural biases). In the second part, the course is devoted to focus on the main psychological models used to analyze consumer decision-making processes. Specifically, the role of cognitive and emotional factors affecting consumer choice. The last part of the course will cover relations between communication and consumer choice, the role of cognitive psychology in unfair trade practises analysis and the psychological bases of the context effects on consumer choice.
(reference books)
Varian H. R. (2014). Intermediate Microeconomics (qualsiasi edizione). W. W. Norton & Company. Guéguen, N. (2009). Psicologia del consumatore, Bologna: Il Mulino, 2010. Bonini, N. & Hadjichristidis, C. (2009). Il sesto senso: Emozione e Ragione nella decisione, Il Sole24Ore: Milano. Altro materiale fornito dal docente durante il corso.
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Dates of beginning and end of teaching activities
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From to |
Delivery mode
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Traditional
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Attendance
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not mandatory
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Evaluation methods
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Oral exam
A project evaluation
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