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. This first part (which takes up 60% of the lessons), also accompanied by the analysis of case studies during the lessons, is aimed at enabling students to acquire both theoretical knowledge and a methodology of analysis preparatory to the realisation of project work. 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. The last short section of the course will cover the changes in the food consumption, in which consumers look for quality, food safety and environmental protection
(reference books)
1. Varian H. R. (2014). Intermediate Microeconomics (qualsiasi edizione). W. W. Norton & Company. I seguenti capitoli: Budget Constraint (Cap 2), Preferences (Cap 3), Utility (Cap 4), Choice (Capitolo 5 fino all’esempio di perfetti sostituti); Demand (Cap 6); Uncertainty (par. 12.2, 12.3 e 12.4); Consumers’ surplus (cap 14). 2. Guéguen, N. (2009). Psicologia del consumatore, Bologna: Il Mulino, 2010. 3. Bonini N., Del Missier F. & Rumiati R. (2008). Psicologia del giudizio e della decisione, Il Mulino: Bologna. Cap 1, 2, 5 e 8
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