This course considers the essential concepts of consumer behavior under the digital perspective.
Mainly, we will discuss the decision-making process (mainly on-line) and all the factors impacting the latter in this context (internal factors such as involvement, attitude, attention, perceptions, lifestyles, etc. and external factors such as reference groups, culture, etc.)
Contribution de l'unité d'enseignementau référentiel AA du programme
Given the « competencies referential » linked to the LSM Master 120 in Sciences de Gestion et in Ingéniorat de Gestion, this course mainly develops the following competencies:
Master the knowledge that will enable students to become actors of changes; integrate contextual elements, notably cultural ones, in the analysis and in the response required in specific contexts; optimize the communication strategy given the contextual elements.
Les Acquis d'Apprentissage au terme de l'unité d'enseignement
By the end of this teaching unit, student should be able to understand the influence of variables internal and external to the consumer that influence his online behavior. He should also be able to identify the levers that can modify consumers' behavior. These levers should be translated into strategies and operational decisions that will contribute to the positioning of the brand or the organization. This should bring about a perspective where online and offline elements interact and contribute to the design of optimal actions on the market.
The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
Support de cours
A syllabus will be available online. This syllabus is based on text books (see below) and scientific papers always clearly identified in the slides.
Références bibliographiques recommandées, lectures conseillées :
SOLOMON M. (2008), Consumer Behavior, 8th ed., Prentice-Hall.
Schiffman and Kanuk, (2010) Consumer Behavior, Global Edition, Pearson
Close, (2012) Online Consumer Behavior