Consumer Behavior- Period 4

This course has a dual purpose. It will provide you with better understanding of both (a) theory on consumer behavior and (b) the basics of experimental research methodology (an essential need to understand academic articles in the field). We are consumers, every day, every moment of the day. We consume food, drinks, education, and television programs. It is however not always easy to understand or predict the behavior of consumers. Why do consumers choose one car or holiday destination over the other? How are advertisements processed and when are they effective? Are preferences stable or easily malleable? For successful marketing management and strategy, it is essential to get an understanding of the behavior of consumers. After all, marketing begins and ends with the consumer, from determining consumer needs to finally providing and maintaining consumer satisfaction. The course introduces you to some important psychological theories on memory, learning, perception, attitude, motivation, identity and social influences. We do not only focus on ?big theories?, but also study specific articles from top-notch journals in the field, thereby illustrating how research in this field is done, how this contributes to our knowledge on consumer decisions as well as to develop critical thinking. As mentioned above, in addition to the conceptual part of the course, considerable attention is allocated to (experimental) research methodology. By doing so, you will develop skills that are essential to truly understand specific academic articles in the field from A to Z (insights in methodology included).

Contact hours listed under a course description may vary due to the combination of lecture-based and independent work required for each course therefore, CEA's recommended credits are based on the ECTS credits assigned by VU Amsterdam. 1 ECTS equals 28 contact hours assigned by VU Amsterdam.