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2018/2019  BA-BHAAI1070U  Consumer Behaviour and Social Marketing

English Title
Consumer Behaviour and Social Marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 120
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor - Jan Michael Bauer, assistant professor, CBS, jmb.msc@cbs.dk Kristian Roed Nielsen, assistant professor, CBS, krn.msc@cbs.dk
    Sven Bislev - Department of Management, Society and Communication (MSC)
In case of any academic questions related to the course, please contact the course instructor or ISUP academic director, Sven Bislev at sb.msc@cbs.dk
Main academic disciplines
  • Customer behaviour
  • Marketing
  • Methodology and philosophy of science
Teaching methods
  • Face-to-face teaching
Last updated on 05/12/2018

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Display a theoretical understanding of consumer behaviour, marketing and social marketing
  • Demonstrate the ability to translate consumer theory and research hypotheses into a suitable research design
  • Critically assess the advantages and disadvantages of the respective theories and methods for solving a specific (social) marketing problem
  • Reflect on the ethical and social aspects of influencing consumer behaviour for commercial or societal causes
Course prerequisites
Basic statistical knowledge
Consumer Behaviour and Social Marketing:
Exam ECTS 7.5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: Home Assignment: 25/26 June - 29 July 2019. Please note that exam will start on the first teaching day and will run in parallel with the course.
Retake exam: Home Assignment: 72-hour home assignment: 8-11 October 2019 – for all ISUP courses simultaneously
3rd attempt (2nd retake) exam: 72-hour home assignment: 25-28 November 2019 – for all ISUP courses simultaneously

Exam schedules available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams
Make-up exam/re-exam
Same examination form as the ordinary exam
Retake exam: 72-hour home project assignment, max. 10 pages, new exam question
Exam form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages, new exam question
Course content and structure

This course aims at providing students with theoretical and practical knowledge of consumer behaviour in the context of marketing in general and social marketing in specific. It takes on a multidisciplinary approach drawing from psychology, consumer research, marketing science, and behavioural economics that allows a holistic understanding of how consumers behave. Based on these theoretical frameworks, students get familiar with a range of tools to foster behavioural change, e.g social marketing or nudging, and learn to apply them in practice. Applied consumer research is at the core of this course. Students will become acquainted with formulating research questions and proposing (social) marketing solutions to real-life issues regarding social and environmental problems. Students will engage in a critical discussion on the use of behavioural and marketing techniques by policy makers and the private sector.


Preliminary assignment: instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.

Class 1: Introduction: theory and methods in consumer research, marketing & social marketing

Class 2: Cognitive theories of behaviour

Class 3: Intention behaviour gap and extended theories for social marketing

Class 4: Dual process theory and decision heuristics

Class 5: Contextual factors & (ir)rational behaviour

Class 6: Study designs in marketing & consumer research I: Surveys

Feedback activity

Class 7: Cognitive research case 

Class 8: Study designs in marketing & consumer research II: Experiments

Class 9: Behavioural research case

Class 10: Ethical considerations & public use of (social) marketing

Class 11: Comprehensive review

Description of the teaching methods
This course will use a balanced mix between lectures, group work and application.
Feedback during the teaching period
A feedback activity defined by the course instructor will take place approx. half-way through the course
All Home Project Assignments/mini projects are based upon a research question (problem formulation) formulated by the students individually, and must be handed in to the course instructor for his/her approval no later than 11 July 2019. The instructor must approve the research question (problem formulation) no later than 16 July 2019. The approval is a feedback to the student about the instructor's assessment of the problem's relevance and the possibilities of producing a good report.
Student workload
Preliminary assignment 10 hours
Classroom attendance 33 hours
Preparation 144 hours
Feedback activity 7 hours
Examination 12 hours
Further Information

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.


Course timetable is available on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams


We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams end February 2019 at the latest.


Expected literature

Mandatory readings:


Ryals, L. & Wilson, H. (2005) Experimental Methods in Market Research: From Information to Insight. International Journal of Market Research 47(4):347-366


Andreasen, A.R., 2002. Marketing Social Marketing in the Social Change Marketplace. Journal of Public Policy & Marketing, 21(1), pp.3–13.


Jackson, T. (2005). Motivating Sustainable Consumption.


Ajzen (2015) , Consumer attitudes and behavior : the theory of planned behavior applied to food consumption decisions. Rivivista di Econ. Agrar. 2, 121–138.


Sniehotta, Presseau, Araújo-Soares (2014). Time to retire the theory of planned behaviour. Health Psychol. Rev. 8, 1–7.


Ölander, F. & Thøgersen, J (1995) Understanding of consumer behaviour as a prerequisite for environmental protection. Journal of Consumer Policy. Page 345 – 385.


Kahneman, D. (2003). A Perspective on Judgment and Choice: Mapping Bounded Rationality. American Psychologist, 58(9). Page 697–720.


Johnson, E.J. et al., (2012). Beyond nudges: Tools of a choice architecture. Marketing Letters, 23(2). Page 487–504.


Bertrand, M., Mullainathan, S. & Shafir, E. (2006). Behavioral Economics and Marketing in Aid of Decision Making Among the Poor. Journal of Public Policy & Marketing, 25(1). Page 8–23.


Sunstein, C. R. (2016). Fifty Shades of Manipulation. Journal of Marketing Behavior, 1(3–4). Page 214–244.


Gatignon, H., & Le Nagard, E. (2016). Manipulating Consumers is not Marketing: A Commentary on Cass R. Sunstein’s “Fifty Shades of Manipulation.” Journal of Marketing Behavior, 1(3–4). Page 293–306.


Sarstedt, M. & Mooi, M. (2014) A Concise Guide to Market Research. 
2nd edition, Springer. Chapter 1-5.


Additonal relevant readings:


Rockström, J. et al. A safe operating space for humanity. Nature 461, 472–475 (2009).


Ivanova, D. et al., (2017). The climate mitigation gap: education and government recommendations miss the most effective individual actions. Environmental Research Letters, 12


Madden, T.M., Scholder Ellen, P. & Ajzen, I. (1992) A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action. Personality and Social Psychology Bulletin,18. Page 3-9.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2): 179-211.


Stock, C et al. 2009. “Alcohol consumption and attitudes towards banning alcohol sales on campus among European university students.” Public Health 123(2):122–129.


Sutton, S., McVey, D. & Glanz, A. (1999). A comparative test of the theory of reasoned action and the theory of planned behavior in the prediction of condom use intentions in a national sample of English young people. Health Psychology, 18(1). Page 72-81.


Rothschild, L.M., 2015. Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors. Journal of Marketing, 63(4), pp.24–37.

Hofmann, W., Friese, M., & Strack, F. (2009). Impulse and Self-Control From a Dual-Systems Perspective. Perspectives on Psychological Science, 4(2). Page 162–176.


Marteau, T. M., Ogilvie, D., Roland, M., Suhrcke, M., & Kelly, M. P. (2011). Judging nudging: can nudging improve population health? BMJ (Clinical Research Ed.). Page 342, 228.


Reisch, L., & Sunstein, C. R. (2016). Do Europeans like nudges? Judgement and Decision Making, 11(4). Page 310–325.


Velema, E., Vyth, E. L., & Steenhuis, I. H. M. (2017). Using nudging and social marketing techniques to create healthy


Doyle, P., & Gidengil, B. Z. (1977). A review of in-store experiments. Journal of Retailing, 53(2 Summer), 47-62. worksite cafeterias in the Netherlands: intervention development and study design. BMC Public Health, 17(1). Page 63.


Mani, A. et al., 2013. Poverty impedes cognitive function. Science, 341(6149) . Page 976–980.


Appelhans, B. M., French, S. A., Pagoto, S. L., & Sherwood, N. E. (2016). Managing temptation in obesity treatment: A neurobehavioral model of intervention strategies. Appetite, 96. Page 268–279.


Baumeister, R. F., & Vohs, K. D. (2007). Self-Regulation, Ego Depletion, and Motivation. Social and Personality Psychology Compass, 1(1). Page 115–128.



Last updated on 05/12/2018