The starting point for this course is that consumers define themselves by what they buy, and, vice versa, they buy based on how they define themselves. The title is Critical Consumer Behavior since these choices (which consumers make every day, every hour) have wider implications in social, environmental, and cultural spheres, to name but a few. In a nutshell, consumers can influence not only their own well-being but also what gets produced (and how) via their consumption choices. Hence our ‘critical’ interpretation of consumer behavior both as a discipline and as an everyday activity which should serve ‘mankind’ rather than benefit only a particular sub-set of society. We build on various literatures (mainstream cognitive and social psychology, economics and management, as well as postmodernist and humanist thinking) to understand better the processes underlying this conundrum. The emphasis is on linking deep theoretical insight with practical application, and the course provides both the tools and the context for exercising these tools.
Textbook: Solomon, Bamossy, Askegaard, and Hogg (2016). Consumer Behavior, a European Perspective. 6th edition, Pearson, ISBN-10: 1292116722 • ISBN-13: 9781292116723
Critical Consumer Behavior has two objectives: (1) to give you access to a breadth of consumer behavior tools and topics, (2) to make enough room to develop adequate depth in key areas of your choice, and to provide the space to exercise your tools in a practical way.
Your grade in Critical Consumer Behavior depends on how you perform both as an (1) individual, and as a (2) team member.