Course scope
The starting point is an analysis of consumption as a process extending beyond a simple economic exchange. Purchasing decisions are considered in relation to needs, emotions, experience, social position, group membership and cultural patterns. Participants examine how products and brands acquire symbolic meaning and become connected with lifestyle, identity and the communication of status.
The course covers the stages of consumer decision-making, from recognising a need and searching for information to evaluating alternatives, purchasing and post-purchase behaviour. Particular attention is given to the Veblen effect, conspicuous consumption, cognitive dissonance, brand loyalty and consumer typologies. Participants also consider the influence of family, reference groups, demographic change and social trends on consumption practices.
The teaching approach combines a sociological perspective with business experience. Consumer behaviour can therefore be examined both from the perspective of the individual making a decision and that of the organisation designing a product, service or message. Consumer behaviour models are treated as tools for structuring analysis rather than formulas for predicting choices mechanically.
An important area concerns the relationship between brand value, customer experience and relationship marketing. Participants consider how organisations build trust and lasting relationships with audiences, and why inconsistency between communication and actual experience undermines brand credibility.
The classes address the boundaries of persuasion, message transparency, the use of data and emotion, and responsibility for commercial promises. The aim is to develop the ability to interpret consumer decisions carefully and design market activities that respect the audience.
Learning outcomes
By the end of the classes, participants are able to:
- explain the psychological, social and cultural conditions of consumer decisions;
- analyse the stages of purchasing and post-purchase behaviour;
- interpret the role of status, identity and reference groups in consumption practices;
- apply selected consumer behaviour models to specific market situations;
- evaluate the significance of brand value, customer experience and relationship marketing;
- identify ethical issues involving persuasion, the use of data and influence on audience decisions.
Teaching methods
- analysis of purchasing decisions and customer journeys;
- case studies concerning brands, loyalty and changing consumer behaviour;
- interpretation of advertising campaigns and product communication;
- collaborative diagnosis of the needs and motivations of a selected consumer group;
- facilitated discussion of the ethical boundaries of marketing influence.
These methods connect theoretical concepts with the analysis of everyday consumption and decisions made by organisations.
Target group
The classes are intended primarily for students of management, marketing, business, sociology, economics and communication. They are also relevant to those interested in market research, branding, service design and customer communication.
Academic and professional relevance
The subject develops an interdisciplinary understanding of consumption as an economic, social and cultural phenomenon. It supports the critical use of consumer behaviour models and the interpretation of decisions within their wider context.
The competencies developed are relevant to marketing, market research, sales, communication, brand management and customer experience design. They support decisions grounded in audience analysis, credible communication and responsible market practices.