Consumer Behaviour

MBM401B Consumer Behaviour

Spring 2020

  • Topics

    A successful marketing strategy must be based on knowledge about consumer behavior. For marketers, the key to successful development of marketing tactics is to understand how consumers think and feel (consumer psychology), how they make their decisions, and what are the main antecedents influencing consumers´ decisions. If a company does not have this insight, their marketing strategy will likely fail, and competitive advantages will evaporate. In a branding perspective, insight into consumer behavior is critical for the understanding of how to position products and services in a market and how to build positive, strong and unique brand associations. The main topics covered in the course are consumer psychology, the process of making decisions, the consumer´s culture, and consumer behavior outcomes and issues.


    Consumer psychology (Motivation, perception, knowledge, attitudes, memory and retrieval)

    Consumer decision making (problem recognition, information search, judgments and decision, post-decision processes)

    Consumer´s culture (consumer diversity, social class and household, consumer values, personalities and lifestyle, and social influences on consumer behavior)

    Consumer behavior outcomes and issues (for example adoption of innovations, symbolic consumer behavior, ethics, and social responsibility)

  • Learning outcome

    After completing the course, students should:


    • Have knowledge about how consumers make decisions about the acquisition, use, and disposition of goods, services, or other offerings
    • Have knowledge about the psychological core, and how it influences consumer behavior
    • Have knowledge about the differences in decision-making under high and low effort
    • Have knowledge about how consumer behavior is influenced by culture
    • Have knowledge about consumers¿ adoption processes of innovations
    • Have knowledge about new consumer trends (e.g. sharing economy, sustainable consumption, the experience economy etc.)

    Skills and competence

    • Be able to use knowledge about consumers¿ decision making to develop marketing strategies and tactics
    • Be able to develop specific strategic interventions to influence how consumers make decisions under high and low effort  
    • Be able to analyze and deal critically with various sources of information about consumers and markets, and to use this information to structure and formulate scholarly arguments
    • Be able to use relevant methods for consumer research and scholarly work in an independent manner
    • Be able to carry out an independent, limited research or development project under supervision and in accordance with applicable norms for research ethics
    • Be able to communicate about academic issues, analyses and conclusions in the field, both with specialists and the general public

  • Teaching

    Plenary sessions and group meetings

  • Required prerequisites


  • Credit reduction due to overlap


  • Requirements for course approval

    Multiple choice test for course approval.

  • Assessment

    Due to the ongoing Corona pandemic, the assessment for the spring semester 2020 has been changed:

    The final grade will be based on a written group term paper, counting 100% of the total grade.

    Term papers must be written in English. Groups should consist of 3-6 students


    Original assessment form spring 2020 – cancelled:

    Written group-based term paper and oral group presentation. The term paper assignment will be handed out at the start of the semester, and students work with the term paper continuously throughout the term. 

    Written group term paper counts 60% of total grade, and the oral exam counts for 40%.

    Term paper and oral exam are in English.

    Groups should consist of 3-6 students.

    For students who took the course before autumn 2018 and wish to retake the course: The new evaluation form applies to students who want to retake the course. They are, however, not required to take the multiple choice test for course approval.

  • Grading Scale


  • Computer tools


  • Literature

    Hoyer, W. D., MacInnis and Pieters, R. (2013). Consumer Behavior, International edition 6th edition, South-Western, Cengage Learning, US.

    Selected articles.


ECTS Credits
Teaching language

Spring. Offered spring 2020.

NB! The assessment form has been changed due to the ongoing corona pandemic.

See assessment section for details.

Course responsible

Associate professor Siv Skard, Department of Strategy and Management