MCB-30806 Sensory Perception and Consumer Preference

Course

Credits 6.00

Teaching methodContact hours
Lecture24
Tutorial10
Group work10
Independent study
Course coordinator(s)prof. dr. ir. JCM van Trijp
Lecturer(s)prof. V Fogliano
prof. dr. ir. JCM van Trijp
dr. EWI van Herpen
dr. B Piqueras Fiszman
dr. MJJ Handgraaf
Examiner(s)prof. dr. ir. JCM van Trijp

Language of instruction:

English

Assumed knowledge on:

MCB-20806 Principles of Consumer Studies; MCB-30306 Consumer Behaviour: Concepts and Research Methods.

Continuation courses:

Innovations in Marketing Decision Making; Thesis Marketing & consumer Behaviour; Sensory Research (ATV).

Contents:

The human senses are the consumer's window to the world. This course teaches how sensory perception drives and affects consumer behaviour in the market place and how marketing offerings (products, services and environments) can be designed to optimize the consumer's experience.

Learning outcomes:

After successful completion of this course students are able to:
- explain information processing along the sensory 'supply chain' from the physical stimulant [product, service, environment), through the human sensory perception system (peripheral and central nerve system) to the integration and action side of the human brain (appreciation, mood, and behaviour in the market place;
- appraise dominant theories regarding when and why sensory perception is a relatively more or relatively less important driver of consumer preference and choice;
- demonstrate understanding of how sensory stimulation affects consumer behaviour in the market place by applying the theory of this course for developing a new kids product concept.

Activities:

- attending to lectures with "proof of principle" sensory experiment;
- studying literature;
- group work on assignment: develop a convincing multi-sensory consumer experience in theory and practice.

Examination:

- written examination with open questions (75%);
- assessment of group assignment (25%);
Each component requires a minimum of 5.5 to pass.

Literature:

Reader and/or recent journal articles.

ProgrammePhaseSpecializationPeriod
Compulsory for: MMEManagement, Economics and Consumer StudiesMScB: Consumer Studies5AF
Restricted Optional for: MMEManagement, Economics and Consumer StudiesMScA: Business Studies5AF
MFTFood TechnologyMScG: Sensory Science5AF
MFTFood TechnologyMScI: Gastronomy5AF
MFTFood TechnologyMScC: Product Design5AF
MNHNutrition and HealthMScD: Sensory Science5AF
MFQFood Quality ManagementMScC: User-Oriented Food Quality5AF