MCB-20806 Principles of Consumer Studies

Course

Credits 6.00

Language of instruction:

English

Continuation courses:

MCB-20306, MCB-30306

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.

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.

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

Literature:

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