Consumer Behaviour

Description

Practical information Course ID: FEB13012 Credits: 4 EC Instruction language: English Registration procedure: Via OSIRIS Secretariat: Support Office Business Economics, E2-28, 010-4081200, office.be@ese.eur.nl Course description Content: This course uses a multi-dimension perspective to explain and apply the consumers’ behavioural elements. Ultimately therefore, the benefit of this course is that students (future marketeers) will be able to identify and analyse how consumer behaviour works in practice, offering students the tools to apply this knowledge to their own future marketing practice. This course starts with the historical context of consumption, it assesses how this process works for individual consumers and it identifies and discusses the consumers’ decision-making processes, very much touching several behavioural study areas in psychology as well. For marketeers, it is critically important to appraise how both current and future buyers respond to the products and services that are offered to them and to use this insight to successfully offer products and services to buyers and consumers. We will assess the past, current and future trends in consumer behaviour. Obviously, it is necessary that marketeers learn how to study the behaviour of their (potential) buyers before they can apply their findings and insights to help optimize the design of their products and services and thus generate the necessary profit for their firms. Learning goals: After this Consumer Behaviour course, you will be able: To assess the decision-making process stages of consumer shopping behaviour. To explain the behavioural, cognitive and social learning impact on consumer behaviour. To explain the perceptual process, from exposure to stimuli to consumer response. To assess what attitude theory is and how this theory is used in consumer marketing. To explain the role of group influence mechanisms on consumer behaviour. Changes as compared to previous year: The extensive group work is limited to 2 group assignments. Furthermore, the course uses a profound and structured, most recent, academic book that covers the entire consumer behaviour knowledge area. January-February 2019, the learning objectives have been changed and raised to the proper Master level: After this consumer behaviour course, you will be able: • To evaluate past, current and future trends as well as consumer behaviour developments. • To identify how behavioural insight thinking impacts on consumer behaviour. • To identify the decision-making process stages of consumer shopping behaviour. • To explain how behavioural, cognitive and social learning impacts on consumer behaviour. • To explain the perceptual process, from exposure to stimuli to consumer response. • To assess what attitude theory is and how this theory is used in consumer marketing. • To analyse how personality, self and psychographics explain the consumer’s behaviour. • To explain the role of group influence mechanisms on consumer behaviour. • To appraise how buyer behaviour relates to segments, differentiation and distinctiveness. • To assess and compare individual (age/knowledge/income) and external (socio-cultural /geographic/demographic/technological) factors that influence consumer behaviour. In addition, the information and instructions regarding the written (digital Remindo) exam as well as about the 2 written assignments has been improved and clarified. This means that in particular all questions of the 2 written assignments have been improved. Furthermore, 2 clear rubrics have been added to the 2 written assignments, clarifying to the students which issues are relevant in these assignments as well as clarifying how these issues will be marked by the lecturer. Extra: The students do not have to make extra costs, apart from buying the course book. Study materials Required course book: Leon Schiffman & Joe Wisenblit (2019), Consumer Behavior, Pearson Education Limited, ISBN 978-1-292-26924-5. Note that this printed book is necessary to answer the questions of the written open-book exam. Other consumer behaviour books may lack information about all the issues that will be asked during the exam. Please do not order or use a digital version of this particular book because you will not be able to use digital books during the ANS digital examination.; All PDF print-outs of the class presentation PowerPoint slides, as far as these present and discuss all consumer behaviour theoretical concepts and models, are necessary to answer the questions of the online written open-book Remindo exam. Slides with pictures of example cases are not necessary and relevant for the exam. In addition, students can and should use the printed course book during the exam, NOT a digital version of that book. Entrance requirements Entrance requirements course enrolment: You must meet the following requirements Enrolled for one of the following degree programmes BSc2 Econometrics ECON-DIV Econometrics and Operations Research Economics and Business Economics International Bachelor Communication and Media International Bachelor Econometrics and Operations Research International Bachelor Economics and Business Economics Period Enrolment periods: Enrolment period: 1 December 2025 until 16 January 2026 23:59 Unenrolment: until 16 January 2026 23:59 Period of education: 29 december 2025 until 28 februari 2026 Assessment Assessment requirements: Your final course mark is the weighted average of your 2 written assignments marks (individual written assignment = 10% and group written assignment = 20%) and your written exam mark (70%). The final mark is rounded to one decimal. The minimum final mark to pass this branding course is a 5.5, provided you also satisfy the minimum requirement for the written exam - which also is a minimum mark of 5.5. If your final mark happens to be below 5.5, you will have to take the resit written exam to improve your final exam mark and improve it to 5.5 or higher. Assessment materials: Leon G. Schiffman and Joe Wisenblit (2019) “Consumer Behavior”, Pearson Education Limited. ISBN 10: 1-292-26924-3; ISBN 13: 978-1-292-26924-5. Note that this book is necessary to answer the questions of the written open-book exam. Other consumer behaviour books may lack information about all the issues that will be asked during the exam. All PDF print-outs of the class presentation PowerPoint slides, as far as these present and discuss all consumer behaviour theoretical concepts and models are necessary to answer the questions of the written open-book exam. Slides with pictures of example cases are not necessary or relevant for the exam. Assessments (result in OSIRIS): Test weight: 20; Test weight: 10; Test weight: 70 Assessment: Resit opportunity