Academic courses

Academic course

Consumer Behavior

Ever wondered what truly drives our purchasing decisions? My course provides a comprehensive sociological and business-oriented analysis of the forces shaping modern consumption.

Institution Management WSH / WAB
Term 2017/2018
Language Polish

We will focus on psychological, social, and cultural factors that influence how and why we buy, moving beyond simple transactions to uncover the deeper motivations behind consumer choices.

You'll explore key concepts like Veblen's paradox and conspicuous consumption, understanding how products can become symbols of status. We'll examine various models of consumer behavior and the stages of the decision-making process—from recognizing a need to post-purchase actions like loyalty and cognitive dissonance.

You'll analyze the influence of psychological factors, demographic trends, and social dynamics on consumer habits. The course also addresses contemporary trends in consumption, the role of brand loyalty and relationship marketing in today's retail environment.

In this course, you will learn to:

  • Analyze the psychological and sociological factors that drive consumer choices and purchasing decisions.
  • Identify and apply key models of consumer behavior and decision-making processes.
  • Examine new trends in modern consumption and different consumer typologies.
  • Evaluate the role of brand value and relationship marketing in building long-term customer loyalty.

This course is essential for anyone seeking to understand the complexities of modern consumption. It is ideal for students in marketing, business, management, sociology, and economics programs who want to gain a strategic advantage in a consumer-driven world.