A23C581 - Consumer Behavior, web course, 21.01.2019-01.03.2019
This course space end date is set to 01.03.2019 Search Courses: A23C581
Översikt
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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.