Sumários
W7 | THE INFLUENCE OF SOCIAL RELATIONS, INCOME AND CULTURE
9 Outubro 2025, 13:00 • Inês de Albuquerque Tomás Mateus
W7 | THE INFLUENCE OF SOCIAL RELATIONS, INCOME AND CULTURE
9 Outubro 2025, 09:30 • Inês de Albuquerque Tomás Mateus
W1 | BUYING HAVING BEING
16 Setembro 2025, 09:30 • Inês de Albuquerque Tomás Mateus
W1
Classes Goal: Give a comprehensive overview of consumer behavior, blending theoretical frameworks with real-world case studies. We explored how understanding consumer motivations, segmentation, and the evolving technological landscape is crucial for effective marketing in today’s dynamic marketplace.
Key Topics:
- Motivation: The Engine of Consumer Behavior: We delved into the psychology of motivation, differentiating between:
- Utilitarian Motives: Fulfilling practical needs and seeking functional benefits.
- Hedonic Motives: Driven by emotions, experiences, and sensory pleasure. We debated whether marketers create artificial needs, concluding that while they don't invent needs, they do raise awareness of how their products fulfill existing ones.
- The "Always On" Consumer: Tech's Impact: The digital revolution has ushered in the era of the "always on" consumer. We explored the unique characteristics of:
- Digital Natives: Individuals who grew up immersed in technology.
- Digital Immigrants: Those who adopted technology later in life. We stressed the importance of tailoring marketing strategies to engage both groups effectively.
- Perspectives on Consumer Behavior: We wrapped up by discussing differing viewpoints on understanding consumer behavior:
- Positivist Approach: Emphasizes objectivity, data analysis, and the consumer as a rational decision-maker.
- Interpretivist Approach: Focuses on subjective experiences, individual interpretations, and the cultural influences shaping consumption.
W1 | BUYING HAVING BEING
15 Setembro 2025, 08:00 • Inês de Albuquerque Tomás Mateus
W1
Classes Goal: Give a comprehensive overview of consumer behavior, blending theoretical frameworks with real-world case studies. We explored how understanding consumer motivations, segmentation, and the evolving technological landscape is crucial for effective marketing in today’s dynamic marketplace.
Key Topics:
- Motivation: The Engine of Consumer Behavior: We delved into the psychology of motivation, differentiating between:
- Utilitarian Motives: Fulfilling practical needs and seeking functional benefits.
- Hedonic Motives: Driven by emotions, experiences, and sensory pleasure. We debated whether marketers create artificial needs, concluding that while they don't invent needs, they do raise awareness of how their products fulfill existing ones.
- The "Always On" Consumer: Tech's Impact: The digital revolution has ushered in the era of the "always on" consumer. We explored the unique characteristics of:
- Digital Natives: Individuals who grew up immersed in technology.
- Digital Immigrants: Those who adopted technology later in life. We stressed the importance of tailoring marketing strategies to engage both groups effectively.
- Perspectives on Consumer Behavior: We wrapped up by discussing differing viewpoints on understanding consumer behavior:
- Positivist Approach: Emphasizes objectivity, data analysis, and the consumer as a rational decision-maker.
- Interpretivist Approach: Focuses on subjective experiences, individual interpretations, and the cultural influences shaping consumption.