Consumer Behavior (bachelor 2)

This course focuses on how consumers take decisions and the influencing factors consumers experience in this decision-making process. The students get insights into the different steps involved in consumer-decision making, from recognizing a need, to searching information and evaluation of alternatives, to the final decision and evaluation of this decision. In addition, they get insight into the influencing factors as group influences, individual differences and perception biases and marketing influences. Students post vlogs on our YouTube channel with the most recent insights on consumer research.

Lecturers: Prof. dr. Liselot Hudders and Prof. dr. Dieneke Van de Sompel

Consumption and happiness