Consumer Behavior Seminar: Understanding Consumption Culture and Critical Thinking, Diapositivas de Finanzas Empresariales

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Consumer Behavior Seminars

[email protected]

1

Seminar content

• Objective
  • Understanding consumption culture
  • Thinking about the issues beyond superficial level
  • Develop critical thinking and mindset
  • Develop a personal perspective
• Let’s have fun, and Be Creative!

1. Is “more” better?

• People purchase more goods than ever. Some sources

argue that the more options available on the market,

the better off society is. Taking the opposite position,

critics say that “more is less”, and claim that this trend

harms consumers.

• What do you think?

• More is better!
• More is less!

2. Free will in the marketplace?

• Are people able to take an informed position towards

marketing and advertising, and can they be considered

autonomous consumers, or do marketing actions and

other elements of the consumer’s environment

undermine their capacity to make “free” decisions?

• What do you think?
  • Consumers have free will
  • Consumers are not free to choose and decide

4. Do we have the right to expect the availability of cheap products?

• Consumers prefer paying less rather than more for products.

Firms compete to provide cheapest alternatives. What is the

real cost of the things we buy, like clothes or electronics? Who

pays the cost of cheap and in what form?

• Who is responsible?
  • Consumers are responsible for causing this problem as long as they demand that products are produced even cheaper.
  • The ones responsible for passing on costs are the industry and firms. First they tempt consumers to want more and then look for ways to pass on the cost to produce cheaper products.

5. Moral rebels: stimulating social change or social inertia?

Individual Activities

• Individual Assignment: Write a paper (Max 2 pages) on the week’s assigned topic, elaborating your opinion from both perspectives.
• Materials Research findings, online articles, philosophic arguments, blogs, videos, TED Talks, advertisements, personal intuitions…etc.
• NOTE: Even when presenting, you are required to hand in a reflection paper as well (i.e. 5 in total).
• Deadline : Upload every Wednesday before midnight on Aula Global (NOT email)

Group Presentation & Class discussion

• Group Presentation: Discuss both sides of the debate (15 minutes each, 30 minutes total)
• Followed by class discussion led by presenting group (for ± 40 minutes; Formulate interesting discussion points & questions for the class)
• Deadline : Following Wednesday before midnight upload on Aula Global (NOT email)

Seminars Dates & Topics Week 3 Jan 23 Introduction + group organization Week 4 Jan 30 1. Is “more” better? Week 5 Feb 6 2. Free will in the marketplace? Week 6 Feb 13 3. Leave it to the market Week 7 Feb 20 4. The cost of cheap products Week 8 Feb 27 5. Moral rebels: inhibiting or stimulating social change?

Assignment of groups

• Form groups today of 4-5 people and select your topic for

presenting (First come, First serve!).

• I will formally announce final groups on Aula Global today.
• Next week: Upload first reflection paper on topic 1. Is

“More” Better? on Aula Global before Wednesday at

midnight.

• Note: upload all assignments on Aula Global, only email me

if you have questions or trouble with uploading. Thank you

J