Sumários

C6 | DECISION MAKING PROCESS, BUYING AND USING

2 Outubro 2025, 09:30 • Inês de Albuquerque Tomás Mateus

> Social influence shapes choices via group dynamics.

> Income affects purchasing power, wealth, and marketing segmentation (luxury vs. budget).

> BNPL and discretionary income (spendthrift vs. tightwad) impact buying behavior

C5 | ATTITUDES AND PERSUASIVE COMMUNICATION

30 Setembro 2025, 09:30 • Inês de Albuquerque Tomás Mateus

> Attitudes: Lasting evaluations of people, objects, etc. Four functions (Katz): utilitarian, value-expressive, ego-defensive, knowledge.

> Three core components: Cognition (beliefs), Affect (feelings), Behavior (actions).

>Attitude commitment levels: Internalization, Identification, Compliance.

> Fishbein Model
> Persuasion and message execution styles: Slice of life, lifestyle, fantasy, mood, musical, personality symbol, scientific evidence, testimonials.

C5 | ATTITUDES AND PERSUASIVE COMMUNICATION

29 Setembro 2025, 08:00 • Inês de Albuquerque Tomás Mateus

> Attitudes: Lasting evaluations of people, objects, etc. Four functions (Katz): utilitarian, value-expressive, ego-defensive, knowledge.

> Three core components: Cognition (beliefs), Affect (feelings), Behavior (actions).

>Attitude commitment levels: Internalization, Identification, Compliance.

> Fishbein Model
> Persuasion and message execution styles: Slice of life, lifestyle, fantasy, mood, musical, personality symbol, scientific evidence, testimonials.

C4 ! THE SELF, GENDER, BODY - PERSONALITY, LIFESTYLE, VALUES

25 Setembro 2025, 09:30 • Inês de Albuquerque Tomás Mateus

Explore the strong connection between consumer behavior and self-concept.

> Body image & self-esteem are key.

> Ideal vs. actual self impacts buying.

> Multiple selves exist based on roles.

> Personality traits predict buying.

> AIO dimensions define lifestyles.