CONSUMER ANALYSIS

This course aims to provide a metaphorical "toolbox" for understanding the social and symbolic meaning enclosed in the universe of consumption. This will happen on the one hand by stimulating the ability to read context and processes of consumption, and on the other hand how consumers behave. The starting point and theoretical basis for this reflection path will be the analysis of the lines of study that have proposed a reflection on consumption and the consumer society in order to grasp the evolution that marks some of the main moments of transformation of object and the material culture into social life. Besides the theoretical frame, the course will deal with methodologies and tools to study consumer behavior. The course will look at qualitative research techniques with some emphasis on ethnographic approaches and small data. In order to harmonize theoretical aspects and analytical tools, contents will be supplemented by direct and indirect references and examples to specific industries and contexts.

Identify the social factors related to consumer choice processes.
Understand aspects influencing consumer choices.
Provide the tools to identify new and emerging medial consumer practices, also in the light of the digitalization process impact.
Understanding the importance of consumption in everyday life.
Investigate and analyse forms and practices of responsible consumption.

In the introduction to the course, which will take place on the first day of lesson, some basic sociological concepts will be illustrated. This conceptual map aims to provide the tools for an easier understanding of the sociology framework that will characterize the course.

-Analysis of the structures of consumption and social communication
-Study of the social relations and the social meaning of goods
-Reflection on the emerging and contemporary practices of consumption with particular attention to responsible consumption
- Value for consumers: understanding and measurement
- Researching and organizing information on products in a digitalized world
-Identification of the impact of the digital age on consumption patterns and practices

The textbook adopted for the course is the following:
Olivero, N., & Russo, V. (2022). Psicologia dei consumi. Marketing e Neuromarketing per l'innovazione centrata sulle persone-3a Edizione. McGraw-Hill Education (Italy) srl.

Further study materials will be indicated in Moodle

The exam will take place in written form and will be based on the study of mandatory materials as indicated in Moodle

Conventional.
Academic approach aimed at students participation.

Italian

written