Consumer Behaviour

MBM401B Consumer Behaviour

  • 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

    Learning outcome

    The students will develop skills in understanding consumer psychology and consumer decision making - critical skills when developing marketing strategies.

    After completing the course, students should:

      1. Be familiar with the central constructs and processes in consumer behavior.
      2. Be able to use theories from consumer behavior to enhance marketing strategies, public policies, and consumer decision making..
      3. Be able to design and evaluate marketing activities to effectively promote products and services
      4. Be able to identify challenges related to consumer behavior in domestic and international markets


    Knowledge - The candidate...

    has advanced knowledge within the academic field and specialized insight in consumer behavior

    has thorough knowledge of the scholarly theories and methods in consumer behavior

    can apply knowledge to new areas within consumer behavior

    can analyze academic problems on the basis of the history, traditions, distinctive character and place in society of the academic field

    Skills - The candidate...

    can analyze and deal critically with various sources of information and use them to structure and formulate scholarly arguments

    can analyze existing theories, methods and interpretations in the field and work independently on practical and theoretical problems

    can use relevant methods for research and scholarly work in an independent manner

    can carry out an independent, limited research or development project under supervision and in accordance with applicable norms for research ethics

    Competence - The candidate...

    can analyze relevant academic, professional and research ethical problems

    can apply his/her knowledge and skills in new areas in order to carry out advanced assignments and projects

    can communicate extensive independent work and masters language and terminology of the academic field

    can communicate about academic issues, analyses and conclusions in the field, both with specialists and the general public

    can contribute to new thinking and innovation processes

  • Teaching


    Primary plenary sessions.

  • Required prerequisites

    Required prerequisites


  • Requirements for course approval

    Requirements for course approval


  • Assessment


    Three hour written exam and group term paper. Both the exam and term paper must be submitted in English.

    Group term paper counts 40% of total grade. The exam counts for 60%.

  • Grading Scale

    Grading Scale

    Grading scale A - F.

  • Computer tools

    Computer tools


  • Semester



  • 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

Course responsible

Associate Professor Siv Skard