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2018/2019  KAN-CBCMO1000U  Perspectives on Consumer Behaviour

English Title
Perspectives on Consumer Behaviour

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course First Quarter, Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Thyra Uth Thomsen - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
Teaching methods
  • Blended learning
Last updated on 20-06-2018

Relevant links

Learning objectives
  • Identify and explain the difference between behavioral, cognitive, experiential, and cultural theories when analyzing specific consumer behavior.
  • Select, explain and apply relevant key terms, definitions, concepts, theories and models covered in the course to analyse consumer behavior in a specific case setting.
  • Analyze and describe how a marketer could use relevant theories and models covered in the course to influence consumer behavior in a specific case setting.
  • Present a clear and coherent argument for your selection of key theories and models and follow academic conventions in your written presentation.
Perspectives on Consumer Behaviour:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Written assignment
Duration 2 weeks to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Autumn
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

Aim of the course
The key aim of the course is to gain an understanding of the consumer and their responses to brand communication as an input into the decision-making processes of the marketing and brand manager communication. Consumers are and have been the central focus of brands since the emergence of branded products at the end of the 18th century.  The brand promise (and identity) has been the manufacturer's (now service / value providers’) attempt to achieve desired consumer responses, but it is the consumer's response to brands that determines whether a brand is successful or not.  This course aims to give you an in-depth insight into the influences, reasonings and outcomes of consumer behaviour.  It deals with the crucial issues of why and how consumers consume and how marketers may respond to this.

Consumers can be understood in many ways depending on how we look at them. The course introduces the student to different approaches to understanding consumer behaviour: behavioural, cognitive, experiential, and cultural approaches.  It examines the assumptions underlying each of these approaches, as well as their strengths and limitations in relation to the decision processes of marketing managers.  Through the course the student is introduced to ways of analysing consumer behaviour and implications for marketing. Students are encouraged to apply this knowledge to actual products and services.

Course progression
Consumer Behaviour is a foundation course in the study program.

Description of the teaching methods
This course is delivered in a blended learning format. That is, we combine online material and lectures with in-class discussions and workshops. Blended learning (the mix of online and offline platforms) creates a powerful learning environment for students, which we intend to use to its fullest potential. The course consists of online lectures and materials, online activities (e.g. online discussion forum, and/or peer graded assignments), and on-campus group work and in-class discussion. The class is highly interactive both online and offline with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
This course includes peer feedback and class wrap-ups.
Student workload
Teaching 30 hours
Preparation 126 hours
Exam 50 hours
Expected literature

Text collection and research papers (Indicative literature - more literature will be announced upon enrollment):


  • Arnould & Price (1993). “River Magic: Extraordinary Experience and the Extended Service Encounter”. Journal of Consumer Research, 20 (June), pp. 24-45.

  • Belk, Russ W. (1988). “Possessions and the Extended Self”. Journal of Consumer Research, 15 (September), 139-168.

  • Belk Russ W, Ger Guliz, and Søren Askegaard. (2003). ”The Fire of Desire: A Multisited Inquiry into Consumer Passion”.Journal of Consumer Research, 30 (December), pp. 326-351.

  • Fournier, Susan (1998). “Consumers and Their Brands: Developing Relationship Theory in Consumer Research.” Journal of Consumer Research, 24 (March), pp. 343-373.

  • Kivetz, Ran, Oleg Urminsky, and Yhuang Zheng (2006). “The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention.” Journal of Marketing Research, 43 (February), pp. 39-58.

  • Levy, Sidney. J. (1959). “Symbols for Sale.” Harvard Business Review, 37, pp. 117-124.

  • McCracken (1986). “Culture and consumption.” Journal of Consumer Research, 13 (June), pp. 71-84.

  • Nord, Walter R., and J. Paul Peter (1980). “A Behavior Modification Perspective on Marketing.” Journal of Marketing, 44 (Spring), pp. 36-47.

Last updated on 20-06-2018