MCB-20806 Principles of Consumer Studies

Course

Credits 6.00

Language of instruction:

English

Continuation courses:

MCB-30306 Consumer Behaviour: Concepts and Research Methods; MCB-32306 Applied Consumer Studies.

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 successful completion of this course students are expected to be able to:
- identify and explain the multidisciplinary nature of the field of consumer sciences;
- retrieve and explain the major concepts, theories, and models of consumer sciences as treated in the textbook and the lectures;
- identify and explain the various levels of analysis of consumer behaviour - like individual, household, group, and gender - and their interdependency in explaining consumer behaviour;
- recognise and summarise the societal developments that influence the consumer;
- apply and integrate the theories that are treated in the textbook, based on a case that is presented during lectures.

Activities:

- attending to lectures (80%);
- 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.K. Hogg. (2013). Consumer Behaviour: A European Perspective. Pearson education. 5th ed. ISBN: 9780273772729.