ECH-31306 Consumer Decision Making


Credits 6.00

Teaching methodContact hours
Group work8
Independent study
Course coordinator(s)dr. MJJ Handgraaf
Lecturer(s)dr. M de Lange
dr. EWI van Herpen
dr. MJJ Handgraaf
Examiner(s)dr. EWI van Herpen
dr. MJJ Handgraaf

Language of instruction:


Assumed knowledge on:

MCB-20806 Principles of Consumer Studies.

Continuation courses:

MCB-30306 Consumer Behaviour: Concepts and Research Methods; SCH-20806 Lifestyles and Consumption; ECH-22306 Economics of Consumption, Welfare and Society.


- models of decision making and behavioral aspects of consumer and household decision making;
- heuristics, biases, and perceptions.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- define, describe, and interpret consumer and household decision making models;
- assess, explain, and classify deviations from standard consumer decision making models;
- apply consumer models to real consumer decision making and provide examples.


- attending lectures, participating in experiments, and study of literature;
- assignments concerning investigating consumer and household decisions.


- written exam with open questions (75%);
- practical assignments (25%).
To pass a minimum of 5.5 is required for each component.


M. Bazerman, 2009. Judgment in managerial decision making.

Compulsory for: BBCManagement and Consumer StudiesBScB: Consumer Studies5MO
Restricted Optional for: BBCManagement and Consumer StudiesBScA: Management Studies5MO