• Describe, classify, combine, discuss and reflect upon relevant theories, constructs and models of consumer behaviour
• Identify, discuss and reflect upon implications of consumer behaviour research for marketing practice and the wider context
• Analyze practical examples and cases by identifying and applying relevant theories and models and suggest solutions

The overall goal of the course is to enable students to theoretically connect consumer behaviour research, based on fundamental psychological theories and models, with marketing models and theories, and gain an understanding of a market-view. Moreover, students’ analytical skills will be trained by analyzing practical examples and cases based on the theoretical foundations.

Consumer behaviour research aims at explaining how consumers make decisions in the marketplace, and the course introduces students to theories and models of consumer behaviour. Thereby, this course builds on and extends students’ knowledge from preceding courses on cognitive psychology and personality and social psychology. We will draw from fundamental theories, covering the four broad areas of consumer behaviour research: First, consumers in the marketplace, looking at consumer behaviour from a marketing perspective; second, consumers as individuals, covering areas such as perception, learning/memory , motivation, the self and personality; third, consumers as decision-makers, looking into theories and models of individual decision-making; and fourth, consumer groups, covering relevant theories from social psychology and cultural research.

Consumer behaviour research goes beyond the study of what and why we buy; it also takes into consideration how marketers influence consumers and how consumers use the products and services marketers sell.  A comprehensive understanding of the consumer is the foundation of all major marketing activities, namely product development, price and distribution strategies, and all marketing communications, and of any market research and analysis activities. More specifically, understanding perceptions, motivations, learning, attitudes, experiences, cultures and behavior of consumers has implications for marketing that go beyond choosing the right brand name or color of an advertisement.

Therefore, we will extend on the underlying theories of consumer behaviour and develop a basic theoretical understanding of marketing. A selection of basic marketing terms, principles and theories will supplement the syllabus. Moreover, we will touch upon the digital consumer and the relatively young and under-researched phenomenon of social media, where the consumer not only interacts with the company but also with other consumers.

Implications of current consumer behaviour research will be derived and discussed for the practice of marketing.

Mandatory:

• Isabelle Szmigin & Maria Piacentini (2015): Consumer Behaviour. Oxford University Press. ISBN 978-0-19-964644-9
• Selected journal articles/book chapters: Links/excerpts will be available on Learn at the beginning of the semester.

Specific reading instructions will be given at the beginning of the course.