Learning objectives

This course is designed to develop participants’ knowledge and understanding of: the complexity of food choice and how to approach the new consumption trends considering the investigation methods and the strategical implications for food producers and agro-food supply chains; how to practically conduct a value elicitation experiment involving experimental methods such as Contingent Valuation, Choice Experiments, and Experimental Auctions; how certain interventions are potentially able to modify food consumer behaviours by leveraging on psychological biases.

Prerequisites and basic notions

none

Program

The objective of this course is to present the most advanced topics and approaches to studying food consumer perceptions, preferences and behaviours. Course content will be developed in three fields: 1) understanding the process of food perception and choice, taking into account the complexity of psychological, socio-cultural and socio-economic factors influencing food consumer attitudes and preferences; 2) focusing on the analysis of the theory of "Willingness to Pay" and "Willingness to Accept", and on the experimental methods used to elicit WTP and WTA; 3) presenting the basic principles of nudging and decision making in relation to the choice-architecture.

Didactic methods

Different analytical methods and various practical applications will be presented and discussed during the lectures. Some of the most significant studies in the field may be analysed through individual work and team discussions.
Individual analysis of one-two of the most significant papers on the studied topics and their critical discussion will be developed to involve participants in such a specific field.

Learning assessment procedures

Presentation in class at the end of lectures

Assessment

1. Class Participation
2. Contribution and Discussion
3. Presentation

Criteria for the composition of the final grade

1. Class Participation (25%)
2. Contribution and Discussion (25%)
3. Presentation (50%)