APPLIES TO ACADEMIC YEAR 2015/2016
ELE 3767 Consumer Behaviour
Responsible for the course
Department of Marketing
According to study plan
Language of instruction
This course will introduce you to basic consumer behaviour problems and perspectives and the contexts in which they arise. It will help you develop ability to structure and analyse such problems, and provide the appropriate tools and concepts for solving them. The course will concentrate on consumer behaviour topics, which will help the marketing manager to understand the needs and wants of the consumers.
The students will get to know important concepts and central consumer models like customer needs and wants, information processing, attitude formation, evaluative criteria, segmentation and social influence.
The students should be able to understand and to predict the consumers' behaviour in different situations, and see how this information might influence the product and the service portfolio and the resulting consequences for the company’s or the organization’s ability to reach it’s goals.
The student should be able to reflect on ethical issues related to how consumer behaviour is contributing to an understanding of the customer’s needs and wants.
A basic course in marketing is required.
Schiffman, Leon G. and Joseph Wisenblit. 2015. Consumer behavior. 11th ed., Global ed. Pearson
- Introduction to consumer behaviour
- Segmentation and targeting
- The consumer as an individual with needs, personality, perceptions
- How consumers learn and apply knowledge
- Attitude development, and strategies for attitude change
- The consumer in a social context among friends, family, culture and social class
- The consumer's decision-making process and decision rules
- Diffusion and adoption of innovations
No specified computer-based tools are required.
Learning process and workload
The course objectives are to be reached through a combination of lectures and students working on case assignments and presenting the case solutions in class. Typical group size is 3 students. Further instructions on assignments and presentations will be given in class.
Recommended workload in hours
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A term paper concludes the course. The term paper will be given in the beginning of the course and must be handed in at the end of the semester. It may be solved individually or in groups up to three (3) students.
ELE 37671 - Term paper, counts for 100 % of the grade in ELE 3767 Consumer Behaviour, 7,5 credtis.
Examination support materials
All support materials allowed.
Examination support materials at written examiniations are explained under examination information in the student portal @BI. Please note use of calculator and dictionary. https://at.bi.no/EN/Pages/Exa_Hjelpemidler-til-eksamen.aspx
A re-sit examination is offered in connection with the next regular course.