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2021/2022  BA-BPSYO2401U  Consumer Behaviour

English Title
Consumer Behaviour

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc/MSc in Business Administration and Psychology, BSc
Course coordinator
  • Antonia Erz - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Marketing
Teaching methods
  • Blended learning
Last updated on 28-06-2021

Relevant links

Learning objectives
  • Describe, define, classify, combine, discuss and reflect upon relevant theories, constructs and models of consumer behaviour
  • Identify, discuss and reflect upon implications of consumer behaviour for marketing practice and the wider context (and vice versa)
  • Analyze practical examples and cases by identifying and applying relevant theories and models and suggest solutions
Course prerequisites
This course builds on some of the courses of the preceding semesters. Students will have to move their focus from the organization to the market and take a marketing perspective. Students are expected to come prepared to all on-campus classes.
Exam ECTS 7,5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 4 hours
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Summer and Summer
Aids Open book: all written and electronic aids, including internet access
Read more here about which exam aids the students are allowed to bring and will be given access to : Exam aids and IT application package
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Course content, structure and pedagogical approach

The overall goal of the course is for students to gain a market-based perspective, and, specifically, to gain a fundamental understanding of consumer behavior, based on psychological, sociological and cultural theories and models. 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 attitude formation; and fourth, consumers as groups, covering relevant theories from social psychology and socio-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 understanding of marketing. A selection of basic marketing terms and principles will be introduced. 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 consumer behaviour (research) will be derived and discussed for the practice of marketing and the wider context.

Description of the teaching methods
This course is offered as a blended learning course. This means, lectures will mostly take place online and exercises on-campus. Additionally to engaging with online lectures, students will have to prepare for the exercises during online time before coming to the on-campus exercise classes. Exercises will follow a schedule and will include individual and group work, where students are asked to work with the concepts, theories and constructs of the course. Students are expected to have prepared the assigned material before joining the on-campus exercises.

The syllabus, schedule, and material will be available on CANVAS at the beginning of the semester.
Feedback during the teaching period
Students will receive feedback online and/or during on-campus classes in written or oral format (e.g., through written solutions, quizzes, or plenum presentations and discussions), both by peers and by the teacher. Students are particularly encouraged to help each other, both through online forums offered on Canvas and group work during on-campus exercises. The teacher will be available for individual feedback in scheduled office hours and during/after on-campus exercises during the teaching period.
Student workload
Forelæsninger 27 hours
Øvelser 18 hours
Expected literature


  • Isabelle Szmigin & Maria Piacentini (2018): Consumer Behaviour. Oxford University Press. 2nd edition. ISBN 978-0-19-878623-8
  • Selected journal articles/book chapters: Links/excerpts will be available on Canvas at the beginning of the semester.


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

Last updated on 28-06-2021