Academic staff

Roberta Capitello, Claudia Bazzani, Elena Claire Ricci

Referent

Roberta Capitello

Credits

1

Language

English

Class attendance

Free Choice

Location

VERONA

Moodle Seminars 0

Learning objectives

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) presenting the basic principles of nudging and decision making in relation to the choice-architecture; 3) 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.

Prerequisites and basic notions

No prerequisite requested

Program

Class 1 (4 h)
Understanding new trends in food consumer preferences and choices
Classwork with study analysis and discussion
Class 2 (2 h)
Principles of nudging and decision making in relation to the choice-architecture
Class 3 (2 h)
Analysis of the theory of "Willingness to Pay" and "Willingness to Accept", and the experimental methods of elicitation

Didactic methods

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

Learning assessment procedures

Grade Components:
1. Class Preparation, Participation, (25%)
2. Contribution and Discussion (25%)
3. Assignment, Research Paper & Presentation (50%)

Assessment

Grading Scale:
A. Excellent
B. Very good
C. Good
D. Sufficient
E. Not sufficient
In-Class Procedures:
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

Scheduled Lessons