Con­sumer Be­ha­viour (On­line)

Course content

ONLINE COURSE

Knowing consumers’ attitudes, motives, behaviour, and interpretations is often the key to market success, but also to foster consumer and societal wellbeing. This course introduces students to fundamental consumer theories and models that are useful to gain such insights and to develop a sound foundation for critical reflection and a constructive mindset. Students will gain deep knowledge about consumption and learn to analyze how consumers consume in terms of acquisition, appreciation, and use of consumer goods. The course will focus on both internal and external drivers of consumer behavior and the dilemmas and ambiguities that consumption choices are embedded in. Also, students will learn how individual well-being can be fostered by consumption, and how it may be at odds with or aligned with societal well-being. Based on this, students will learn how to apply their knowledge about consumer behavior to create market-oriented solutions that create value for consumers, companies, as well as society at large.