PSYCHOLOGY OF CONSUMPTION AND FINANCIAL BEHAVIOUR | Università degli studi di Bergamo - Didattica e Rubrica


Attività formativa monodisciplinare
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Attività formativa Affine/Integrativa
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Didattica Convenzionale
Secondo Semestre
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Attività formative affini o integrative


Educational goals

The course aims to provide the conceptual and operational foundations to be able to understand and analyze consumer behavior and the set of individual and social variables that determine financial decisions and consumption processes from a marketing point of view.
It aims to make the student achieve the following educational results:
• In terms of knowledge:
the conceptual and theoretical bases regarding the definitions of consumer behavior and behavioral economics, consumer behavior and marketing management; the theoretical basis on the individual psychological determinants of economic and consumer behavior; conceptual and theoretical bases regarding behavioral economics and financial behavior; psychology of money and spending/saving decisions; theoretical and applicative models concerning consumer market research and consumer decisions; theories and applications on the knowledge associated with the brand; theoretical principles relating to the consumer's response to prices and promotions;
• In terms of skills: ability to analyze and understand the dynamics underlying the formation of perceptions of value relating to products / services; ability to design tools for assessing and investigating customer perceptions; ability to design processes for detecting sales and customer-care data; ability to understand technical documents that refer to marketing implementations such as market evaluations, buyer personas, etc .; perform a psychological analysis of economic and spending behaviors; design research paths in the field of economic psychology; plan communication and promotion processes based on consumer profiling; ability to reconstruct the consumer's decision-making process on the basis of ad hoc data and surveys; ability to design a conjoint analysis; ability to analyze the dimensions that make up the perceived value of products / services; ability to manage basic aspects of customer relationship management (CRM); measurement and management of consumer confidence and satisfaction; ability to critically analyze advertising campaigns and real marketing actions; skills in designing consumer market research; ability to detect consumer loyalty.

Course content

Consumption, purchase, and, more generally, the set of human economic and financial behaviors become increasingly central both in the daily life of each of us and in corporate marketing, segmentation, pricing, and promotional communication processes. Products and services are purchased both to satisfy real needs and for their intrinsic characteristics, but also for their symbolic or emotional value, and in this scenario the consumer acts a set of psychological processes to assess their needs, process information, make decisions, use products/services, memorize shopping experiences and compare them with those of other people.

The course aims to provide in-depth knowledge of the psychological and social processes at the center of the interaction between consumer/financial behavior and marketing: (a) consumption as a series of psychological actions and processes that concern the path that goes from the birth of need to use of the product/service, passing through the purchase ("individual perspective"); (b) consumption as an influence in the purchasing behavior of the social, group, cultural, or controllable variables (layout, timing, communication, pricing, etc.).

The course includes the following topics:

Theoretical approaches in the study of consumer behavior; conceptual and theoretical bases regarding the individual psychological determinants of economic and consumer behavior; consumer needs, motivation, and involvement; exposure, attention, and understanding of information; memory and knowledge of the product; direct and indirect learning; measurement and modification of attitudes; knowledge of the self and the product; half-fine chains; consumption and post-purchase evaluations; consumption as an action, reaction or consequence; social influence and consumption; cultural aspects; decision-making and problem-solving; assessment and choice in conditions of risk and uncertainty; evaluation and choice in conditions of certainty; intertemporal choice, a model of obvious utility; analytic game theory, behavioral game theory; research and evaluation methodologies in consumer psychology and financial behavior; market sectors and dynamics and differences in the analysis of consumer behavior; ethical aspects between marketing and promotional practices; Neuroeconomics and Neurofinance.

Teaching methods

The theoretical contents will be integrated by exercises (group activities, role-playing, case discussions, videos, meetings with professionals, etc.) aimed at applying the concepts presented.

Assessment and Evaluation

The exam consists of a written test with open questions.
The student must answer at least 3 open-ended questions in one hour, evaluated up to a maximum of 10 points each.
For attending students there is a reduction in the number of written exam questions through participation and presentation of group project work.

Further information

In case of provisions of the competent authority on containment and management of epidemiological emergency, the teaching may be subject to changes from what is declared in the syllabus in order to make the course and examinations in line with the regulations