Consumer Behaviour


Current approaches to business emphasize the importance of adopting a consumer focus. Marketing, in particular, is a customer-driven function that begins and ends with the consumer—from identifying customer needs to try to meet those needs and ensuring post-purchase satisfaction. While all of us are consumers, our intuitions about our behavior as well as that of others are often inaccurate. Consumer Behavior sheds light on how people act in the marketplace and, more specifically, how customers interact with organizations.

Main Themes

Consumer decision-making process. Identifying consumer needs. Customer-centricity. Jobs-to-be done approach to innovation. Customer journey mapping. Buyer personas. New Trends in Consumerism.

ELENA FUMAGALLI. PhD in Marketing at HEC Paris. MSc in Marketing Management at Bocconi University. Research interests: consumer psychology, affective and motivational processes, consumer identity threats.