UEC-31306 Consumer Decision Making


Credits 6.00

Teaching methodContact hours
Group work8
Independent study0
Course coordinator(s)dr. MJJ Handgraaf
Lecturer(s)dr. EWI van Herpen
dr. MJJ Handgraaf
dr. J van Beek
Examiner(s)dr. MJJ Handgraaf
dr. EWI van Herpen

Language of instruction:


Assumed knowledge on:

MCB-20806 Principles of Consumer Studies.

Continuation courses:

UEC-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.


- Bazerman, M. H., & Moore, D. A. (2017). Judgment in Managerial Decision Making (8th edition). Wiley. 288 pp. ISBN: 9781119427384.
- Selected articles.

Compulsory for: BBCManagement and Consumer StudiesBScB: Consumer Studies5MO