MCB-20806 Principles of Consumer Studies


Credits 6.00

Teaching methodContact hours
Problem-based learning8
Course coordinator(s)dr. YK van Dam
Lecturer(s)dr. YK van Dam
dr. HM van der Horst
prof. dr. G Antonides
dr. AM Lokhorst
Examiner(s)prof. dr. ir. JCM van Trijp

Language of instruction:


Continuation courses:

MCB-20306, MCB-30306


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.

Learning outcomes:

After this course the student should be able to:
- demonstrate understanding of the multidisciplinary nature of the field of consumer sciences;
- reproduce and explain the major concepts, theories and models of consumer sciences as treated in the textbook and the lectures;
- understand the various levels of analysis of consumer behaviour, like individual, household, group and gender, and their interdependency in explaining consumer behaviour;
- comprehend the societal developments that influence the consumer;
- formulate a structured integration of the theories and influences that are treated in the textbook used based on a case that is presented during the lectures.


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


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


M. Solomon, G. Bamossy, S. Askegaard, M.G. Hogg, 2009, Consumer Behaviour: A European Perspective. Prentice Hall.

Compulsory for: BBCManagement and Consumer StudiesBSc1MO
BCLCommunication and Life SciencesBSc1MO
Restricted Optional for: MMEManagement, Economics and Consumer StudiesMScD: Management, Innovation and Life Sciences1MO
MMEManagement, Economics and Consumer StudiesMScA: Management Studies1MO
MMEManagement, Economics and Consumer StudiesMScB: Consumer Studies1MO
Compulsory for: WUCBHBSc Minor Consumer Behaviour1MO