Topic outline

  • Week 3: The consumer micro environment

    This week we are looking at the consumer microenvironment, including topics such as group influence, family, and social class. For the group assignment, your task will be to focus on a virtual community of your choice and get to understand how theories of the consumer microenvironment can be observed in the group's functioning.


    Readings:

    Chapter 10: Group influence and opinion leadership

    Chapter 11: European family structures, household decision-making and age cohorts

    Chapter 12: Income and social class

    Kozinets (2002), The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, Vol. 39(1).

    Optional: Kozinets (2015): Netnography Redefined


    Please find the instructions for the first group assignment behind the link below. Deadline for the assignment is midnight on the 10th of February.

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Week 4: Motivation, values, and lifestyles; The self