NA_CB Consumer Behavior

Vysoká škola finanční a správní
zima 2025
Rozsah
1/2/0. 6 kr. Ukončení: zk.
Vyučující
Mirela Moldoveanu, M.Sc., Ph.D. (cvičící)
Garance
Mirela Moldoveanu, M.Sc., Ph.D.
Sekce společenských věd (FES, KSV) – Katedra společenských věd (FES, KSV) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Mgr. Petra Dovhunová
Rozvrh seminárních/paralelních skupin
NA_CB/cNCNPH: každý sudý čtvrtek 15:45–16:29 E309, každý sudý čtvrtek 16:30–17:15 E309, každý sudý čtvrtek 17:30–18:14 E309, každý sudý čtvrtek 18:15–19:00 E309, M. Moldoveanu
NA_CB/pNCNPH: každý sudý čtvrtek 14:00–14:44 E309, každý sudý čtvrtek 14:45–15:30 E309, M. Moldoveanu
Předpoklady
There are no prerequisites for this course.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The course covers multiple perspectives of investigating the phenomenon of consumer behaviour, such as anthropological, psychological, economic, and political. The presented frameworks of consumer behaviour teaches the student how to reflect on current behaviour of consumers to better understand its origins and possible future trends, and how to evaluate the benefits and limitations of consumption culture in its current form.
Výstupy z učení
The student will be able to: - recognise the determinants of certain consumer behaviours - identify the various dimensions of consumer behaviour - evaluate the benefits and downsides of certain consumer behaviours - identify the interplay between individual agency and societal structure that determine or shape consumer behaviour.
Osnova
The course is structured as twelve themes: 1. Production and consumption as two interwind phenomena and their changes with the evolution of technology. 2. Gift-giving and its social symbolism. 3. Sugar, a sweet addition to our diet with a bitter historical result. 4. Mass production: good intentions are situated in a specific social, economic, politic and cultural context. 5. The use of cultural creativity and its role in consumption and economy. 6. Travel and see - tourism a real fleeting experience with lasting consequences. 7. Being eco - who benefits from it? 8. The gravitational pull of brands - do they represent us? 9. Local production for global consumption. Choosing your position. 10. The extremes of the consumption phenomenon. 11. Interdependency of layers of influence on the shape of consumption. 12. Connected we stand apart - globalisation as a generator of local and global problems. Literature: Harari, Y. N. (2015). Sapiens: A brief history of humankind. HarperCollins. Harari, Y. N. (2017). Homo deus: A brief history of tomorrow. Signal. Hastie, R., & Dawes, R. M. (2010). Rational choice in an uncertain world: The psychology of judgment and decision making. SAGE. Mauss, M. (2000). The gift (W. D. Halls, Trans.). Routledge. Manovich, L. (2009). The practice of everyday (Media) life: From mass consumption to mass cultural production? Critical Inquiry, 35(2), 319-331. https://doi.org/10.1086/596645 Sanchez, A. (2017). The Novelty of the Gift: A British Anthropologist & the Trends of Ethnography. History and Anthropology, 28(5), 553-559. https://doi.org/10.1080/02757206.2017.1375489 Merleaux, A. (2012). The political culture of sugar tariffs: Immigration, race, and empire, 1898–1930. International Labor and Working-Class History, 81, 28-48. https://doi.org/10.1017/s0147547912000063 Sarlio-Lähteenkorva, S., & Winkler, J. T. (2015). Could a sugar tax help combat obesity? BMJ, h4047. https://doi.org/10.1136/bmj.h4047 Williams, K., Haslam, C., & Williams, J. (1992). Ford versus `Fordism': The beginning of mass production? Work, Employment and Society, 6(4), 517-555. https://doi.org/10.1177/095001709264001
Výukové metody
Lectures, and seminars in which we will critically analyse information from journal articles and other mass media sources.
Metody hodnocení
Active participation in lectures and seminars, the completion and on time submission of seminar papers are a must for being able to take the exam. The course end with an exam.
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2024.
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