MCB-10306 Principles of Consumer Studies

Course

Credits 6.00

Language of instruction:

Dutch and English

Continuation courses:

Advanced Cunsumber Studies, Consumer Behaviour

Contents:

General aspects of consumer sciences; field of study of consumer sciences; overview and integration of various scientific approaches to the study of consumer behaviour: economic, psychological, social and social psychological, communication. Treatment of issues in consumer behaviour and consumer decision making on the level of the individual, the household, and group processes.

Aims:

- recognition of the field of research of consumer sciences;
- understanding of concepts, theories and models in consumer sciences with special attention to (social) psychological theories and models;
- understanding of the various levels of analysis of consumer behaviour: like individual, household, group and gender;
- preliminary experience in the operationalisation of various theoretical approaches to consumer behaviour and the application of these to practical situations - understanding of developments in society that influence the consumer.

Activities:

80% attending to lectures and studying basic literature; 20% group assignment to be presented in class.

Examination:

Written examination containing 8 open ended questions. The score of the group assignment is weighted 25% provided the written exam score exceeds 5.0