Ateneo - UPO

This course explores the intersection of innovation and consumer behavior, examining how new products, services, and technologies influence market trends and consumer decision-making, following an experimental and interdisciplinary approach.

The teaching material consists of readings, articles, slides and other materials that will be indicated during the course and made available at: dir.uniupo.it. Non-attending students need to contact the lecturer about the assignment of readings.

1) Understand key concepts in innovation and consumer behavior.
2) Evaluate consumer decision-making processes.
3) Apply behavioral theories to innovation strategy development.
4) Develop consumer-driven marketing and product innovation approaches.
5) Provide experimental tools for the design of qualitative and quantitative studies through seminar and laboratory activities;deepen the techniques of data storytelling, data visualization and presentation, and writing experimental reports.

No prerequisite requirements.

The course includes seminars and laboratory activities that require active participation. Class attendance for this course is highly recommended even though it is not mandatory.

Students with physical disabilities, Learning Disabilities or Special Education Needs can request specific services and tools via the Staff Sviluppo e Coordinamento Carriere e Servizi alle Studentesse e agli Studenti, consulting the University webpage: https://www.uniupo.it/en/services/servicesstudents-physical-or-learning-disabilities Students with disabilities, learning disabilities or special education needs, once they have contacted the University Staff, can refer to the tutor in charge of the course to define the examination modalities, concerning academic aspects.

In the analysis of consumers and of their behavior and preferences, the role of gender may be considered within the consumers'characteristics.

The seminar and laboratory activities planned during the course are evaluated and therefore contribute to determining the final grade through an oral presentation and related report ("attending students"). For "non-attending students" (not giving the oral presentation and not submitting the report), there is a final exam which will consist of a written test with open-ended questions on the materials indicated by the teacher.

1) Introduction to Innovation and Consumer Behavior. Consumer Psychology and Decision-Making. Behavioral Economics and Consumer Innovation.
2) Case studies: adoption and diffusion of innovations and the impact on consumer behaviour. Future trends in Innovation and Consumer Behavior.
3) Experimental research methods (quantitative and qualitative).
4) Data storytelling, Data Visualization and Presentation.
5) Report Writing and literature review.
6) Data preparation and analysis.
7) Seminar activity: presentation and discussion of group work.

The course is aimed at acquiring the knowledge and skills in the area of innovation and consumer behavior, both theoretically and through seminar and laboratory activities, promoting the ability to understand the decision-making processes used by individuals as consumers.