CONSUMER BEHAVIOR
INHOUDSOPGAVE
Lecture 1: Introduction to the course ............................................................................................................................ 3
0. Practicalities ........................................................................................................................................................ 3
1. Introduction to Consumber Behavior ..................................................................................................................... 4
2. The consumer decision process/ Dual Process Theory ............................................................................................ 8
3. Consumer decision-making: why it happens? ......................................................................................................... 9
Course material ..................................................................................................................................................... 10
Lecture 2: Attitudes, Intentions and Behavior............................................................................................................... 16
1. What are attitudes?............................................................................................................................................. 16
2. Attitude change .................................................................................................................................................. 17
3. From attitudes to behavior................................................................................................................................... 19
4. How can we measure attitudes? .......................................................................................................................... 20
5. Neuromarketing – Guest Lecture Davide Rigoni .................................................................................................... 22
Course material ..................................................................................................................................................... 23
Lecture 3: Psychology Core 1 – Exposure/ Attention/ Perception/ Memory ..................................................................... 25
Exposure................................................................................................................................................................ 26
Attention................................................................................................................................................................ 26
Perception ............................................................................................................................................................. 28
Memory ................................................................................................................................................................. 29
Implications for Branding ........................................................................................................................................ 30
From Sensory experience/Perception to Cognition ................................................................................................... 30
Course material ..................................................................................................................................................... 31
Lecture 4: Psychology Core 2 – Cognition: Heuristics & Biases...................................................................................... 34
Bias #1: Anchoring .................................................................................................................................................. 34
Bias #2: Familiarity ................................................................................................................................................. 36
Bias #3: Loss Aversion ............................................................................................................................................ 36
Bias #4: Endownment effect (based on loss aversion) ............................................................................................... 38
Bias #5: Confirmation bias ...................................................................................................................................... 38
Bias #6: Availability bias.......................................................................................................................................... 39
Bias #7: Expectations ............................................................................................................................................. 40
Bias #8: Myopia: present vs future ........................................................................................................................... 40
Bias #9: Representative Heuristic ............................................................................................................................ 41
Bias #10: Mental accounting ................................................................................................................................... 41
Bias #11: Context effects ........................................................................................................................................ 42
(Bias #12: Paradox of choice) .................................................................................................................................. 42
What do cognitive biases teach us: Predictably Irrational .......................................................................................... 43
Course material ..................................................................................................................................................... 43
1
,Lecture 5: Psychological Core 3: Emotions and Motivations ......................................................................................... 46
Emotions ............................................................................................................................................................... 46
Motivations ............................................................................................................................................................ 49
Goals ..................................................................................................................................................................... 53
Course material ..................................................................................................................................................... 55
Lecture 6: Consumer Identity & Status ........................................................................................................................ 59
Self and Identity ..................................................................................................................................................... 59
I vs. me .................................................................................................................................................................. 60
Me as Self-Concept ................................................................................................................................................ 60
Me vs us................................................................................................................................................................. 61
Me vs. you/them ..................................................................................................................................................... 62
Me vs Mine ............................................................................................................................................................. 63
From a marketing perspective ................................................................................................................................. 65
Buyer Persona ........................................................................................................................................................ 67
Brand personalities ................................................................................................................................................ 67
Course material ..................................................................................................................................................... 68
Lecture 7: Social Influence ......................................................................................................................................... 72
Course material ..................................................................................................................................................... 81
Lecture 8: Cultural Influence ...................................................................................................................................... 84
Culture .................................................................................................................................................................. 84
Cultural differences: West versus East .................................................................................................................... 86
Implications for Marketing....................................................................................................................................... 88
Fixed or dynamic? .................................................................................................................................................. 89
Course material ..................................................................................................................................................... 90
Lecture 9: Social Marketing & Nudging recent insights .................................................................................................. 96
Attitude – Behavior gap ........................................................................................................................................... 96
Social tools ............................................................................................................................................................ 97
Challenges in sustainable behavior ......................................................................................................................... 97
The SHIFT Framework ............................................................................................................................................. 97
Has the focus on individual level solutions led public policy astray? ........................................................................ 105
Course material ................................................................................................................................................... 107
2
,LECTURE 1: INTRODUCTION TO THE COURSE
0. PRACTICALITIES
• Introducing myself: Barbara Briers
o Teaching
▪ Professor in Marketing @UA
▪ Bachelor Y3 & Master in Marketing & Organization Management & PhD level
▪ Courses: Market Research, Consumer Behavior, Bachelor Thesis & Research Methods
o Research
▪ PhD KU Leuven, Belgium
▪ HEC Paris
▪ Tilburg University
▪ Vlerick Business School
▪ Research interests: food consumption, status consumption, social influence, & persuasion
• Contact Information
o Prof. Barbara Briers
University of Antwerp, Faculty of Applied Economics, Marketing Department
Prinsstraat 13, 2000 Antwerp
Email:
o Charlotte Franken
University of Antwerp, Faculty of Applied Economics, Marketing Department
Prinsstraat 13, 2000 Antwerp
Email:
o All questions welcome during the Lectures In English
• Assessment: See course outline for all the details
o Continuous Assessment (10%)
▪ on class preparation 6 quizzes in total during the lectures (unannounced).
▪ The 3 best attempts count, no catching up.
o Group assignments (20%)
▪ Mandatory for passing the course
▪ Peer assessment (instructions will follow)
o Written exam (70%)
▪ Closed book (dictionary allowed)
▪ Multiple choice (36 questions, 80% → 22/36 to pass) and open questions (2 questions, 20%)
▪ Study material: All slides and lecture notes, including those for guest lectures; all articles and
videos assigned for each class
• Practical Assignment: L’Oréal Brandstorm Competition – Planning:
o Groups: Deadline February 13th 2026, 5 pm
o Kick-off: Friday Feb 13th in class
o Intermediate deadline TBD submission of 3 slides with voice-over on BB
o L’Oréal Campus Final among the 4 best Teams: TBD in Brussels
o Brandstorm BNL final (for the top selected winning team) May 5th in Hoofddorp office.
o UA final deadline May 15th (5 pm): 1 summary slide
o Class Defense (1 summary slide) on May 22nd in WAVES
• Other practicalities
o Standard = No Recordings
o Consult Black Board
o Course Outline !!!
o Ask questions during lectures
o Guest Lectures are compulsory (-0.5 per absence on continuous assessment on 10)
o Final Defense on May 22nd is compulsory (-1 point for grade on 20)
o Submission deadline May 15th
• Overview of Concepts Consumer Behavior 2025-2026 are highlighted in red
3
, Lecture overview
1. INTRODUCTION TO CONSUMBER BEHAVIOR
What is consumer behavior?
• Consumer Behavior as a field
o CB is the study of the processes involved when individuals search, compare, purchase, use, or dispose
of products, services, ideas or experiences to satisfy needs and desires
▪ It start with a desire/ a need
▪ Not just commercial consumer behavior
o Examples
▪ What would motivate a person to buy an electric car?
▪ How can we help people to stop smoking?
▪ Why do people buy single use coffee cups?
▪ What would persuade people to donate blood?
• CB is an interdisciplinary science
(Micro)Economics Psychology Social Psychology Sociology
Consumer (utility) theory The information process Social influence & identity Groups, Cultures and Societies
Consumer choice The decision process
Measurements
What is the difference between a consumer and a shopper?
Consumer
oRequirements that I need fulfilled by the
“products” I buy for me and my family
(e.g., healthy, durable, filling, tasty)
oUses the product
oRequirement that need to be fulfilled
Shopper
oRequirements that I need fulfilled as part
of the shopping process (e.g., variety,
convenience, return policy, …)
oBuys the product
oExperience
4
INHOUDSOPGAVE
Lecture 1: Introduction to the course ............................................................................................................................ 3
0. Practicalities ........................................................................................................................................................ 3
1. Introduction to Consumber Behavior ..................................................................................................................... 4
2. The consumer decision process/ Dual Process Theory ............................................................................................ 8
3. Consumer decision-making: why it happens? ......................................................................................................... 9
Course material ..................................................................................................................................................... 10
Lecture 2: Attitudes, Intentions and Behavior............................................................................................................... 16
1. What are attitudes?............................................................................................................................................. 16
2. Attitude change .................................................................................................................................................. 17
3. From attitudes to behavior................................................................................................................................... 19
4. How can we measure attitudes? .......................................................................................................................... 20
5. Neuromarketing – Guest Lecture Davide Rigoni .................................................................................................... 22
Course material ..................................................................................................................................................... 23
Lecture 3: Psychology Core 1 – Exposure/ Attention/ Perception/ Memory ..................................................................... 25
Exposure................................................................................................................................................................ 26
Attention................................................................................................................................................................ 26
Perception ............................................................................................................................................................. 28
Memory ................................................................................................................................................................. 29
Implications for Branding ........................................................................................................................................ 30
From Sensory experience/Perception to Cognition ................................................................................................... 30
Course material ..................................................................................................................................................... 31
Lecture 4: Psychology Core 2 – Cognition: Heuristics & Biases...................................................................................... 34
Bias #1: Anchoring .................................................................................................................................................. 34
Bias #2: Familiarity ................................................................................................................................................. 36
Bias #3: Loss Aversion ............................................................................................................................................ 36
Bias #4: Endownment effect (based on loss aversion) ............................................................................................... 38
Bias #5: Confirmation bias ...................................................................................................................................... 38
Bias #6: Availability bias.......................................................................................................................................... 39
Bias #7: Expectations ............................................................................................................................................. 40
Bias #8: Myopia: present vs future ........................................................................................................................... 40
Bias #9: Representative Heuristic ............................................................................................................................ 41
Bias #10: Mental accounting ................................................................................................................................... 41
Bias #11: Context effects ........................................................................................................................................ 42
(Bias #12: Paradox of choice) .................................................................................................................................. 42
What do cognitive biases teach us: Predictably Irrational .......................................................................................... 43
Course material ..................................................................................................................................................... 43
1
,Lecture 5: Psychological Core 3: Emotions and Motivations ......................................................................................... 46
Emotions ............................................................................................................................................................... 46
Motivations ............................................................................................................................................................ 49
Goals ..................................................................................................................................................................... 53
Course material ..................................................................................................................................................... 55
Lecture 6: Consumer Identity & Status ........................................................................................................................ 59
Self and Identity ..................................................................................................................................................... 59
I vs. me .................................................................................................................................................................. 60
Me as Self-Concept ................................................................................................................................................ 60
Me vs us................................................................................................................................................................. 61
Me vs. you/them ..................................................................................................................................................... 62
Me vs Mine ............................................................................................................................................................. 63
From a marketing perspective ................................................................................................................................. 65
Buyer Persona ........................................................................................................................................................ 67
Brand personalities ................................................................................................................................................ 67
Course material ..................................................................................................................................................... 68
Lecture 7: Social Influence ......................................................................................................................................... 72
Course material ..................................................................................................................................................... 81
Lecture 8: Cultural Influence ...................................................................................................................................... 84
Culture .................................................................................................................................................................. 84
Cultural differences: West versus East .................................................................................................................... 86
Implications for Marketing....................................................................................................................................... 88
Fixed or dynamic? .................................................................................................................................................. 89
Course material ..................................................................................................................................................... 90
Lecture 9: Social Marketing & Nudging recent insights .................................................................................................. 96
Attitude – Behavior gap ........................................................................................................................................... 96
Social tools ............................................................................................................................................................ 97
Challenges in sustainable behavior ......................................................................................................................... 97
The SHIFT Framework ............................................................................................................................................. 97
Has the focus on individual level solutions led public policy astray? ........................................................................ 105
Course material ................................................................................................................................................... 107
2
,LECTURE 1: INTRODUCTION TO THE COURSE
0. PRACTICALITIES
• Introducing myself: Barbara Briers
o Teaching
▪ Professor in Marketing @UA
▪ Bachelor Y3 & Master in Marketing & Organization Management & PhD level
▪ Courses: Market Research, Consumer Behavior, Bachelor Thesis & Research Methods
o Research
▪ PhD KU Leuven, Belgium
▪ HEC Paris
▪ Tilburg University
▪ Vlerick Business School
▪ Research interests: food consumption, status consumption, social influence, & persuasion
• Contact Information
o Prof. Barbara Briers
University of Antwerp, Faculty of Applied Economics, Marketing Department
Prinsstraat 13, 2000 Antwerp
Email:
o Charlotte Franken
University of Antwerp, Faculty of Applied Economics, Marketing Department
Prinsstraat 13, 2000 Antwerp
Email:
o All questions welcome during the Lectures In English
• Assessment: See course outline for all the details
o Continuous Assessment (10%)
▪ on class preparation 6 quizzes in total during the lectures (unannounced).
▪ The 3 best attempts count, no catching up.
o Group assignments (20%)
▪ Mandatory for passing the course
▪ Peer assessment (instructions will follow)
o Written exam (70%)
▪ Closed book (dictionary allowed)
▪ Multiple choice (36 questions, 80% → 22/36 to pass) and open questions (2 questions, 20%)
▪ Study material: All slides and lecture notes, including those for guest lectures; all articles and
videos assigned for each class
• Practical Assignment: L’Oréal Brandstorm Competition – Planning:
o Groups: Deadline February 13th 2026, 5 pm
o Kick-off: Friday Feb 13th in class
o Intermediate deadline TBD submission of 3 slides with voice-over on BB
o L’Oréal Campus Final among the 4 best Teams: TBD in Brussels
o Brandstorm BNL final (for the top selected winning team) May 5th in Hoofddorp office.
o UA final deadline May 15th (5 pm): 1 summary slide
o Class Defense (1 summary slide) on May 22nd in WAVES
• Other practicalities
o Standard = No Recordings
o Consult Black Board
o Course Outline !!!
o Ask questions during lectures
o Guest Lectures are compulsory (-0.5 per absence on continuous assessment on 10)
o Final Defense on May 22nd is compulsory (-1 point for grade on 20)
o Submission deadline May 15th
• Overview of Concepts Consumer Behavior 2025-2026 are highlighted in red
3
, Lecture overview
1. INTRODUCTION TO CONSUMBER BEHAVIOR
What is consumer behavior?
• Consumer Behavior as a field
o CB is the study of the processes involved when individuals search, compare, purchase, use, or dispose
of products, services, ideas or experiences to satisfy needs and desires
▪ It start with a desire/ a need
▪ Not just commercial consumer behavior
o Examples
▪ What would motivate a person to buy an electric car?
▪ How can we help people to stop smoking?
▪ Why do people buy single use coffee cups?
▪ What would persuade people to donate blood?
• CB is an interdisciplinary science
(Micro)Economics Psychology Social Psychology Sociology
Consumer (utility) theory The information process Social influence & identity Groups, Cultures and Societies
Consumer choice The decision process
Measurements
What is the difference between a consumer and a shopper?
Consumer
oRequirements that I need fulfilled by the
“products” I buy for me and my family
(e.g., healthy, durable, filling, tasty)
oUses the product
oRequirement that need to be fulfilled
Shopper
oRequirements that I need fulfilled as part
of the shopping process (e.g., variety,
convenience, return policy, …)
oBuys the product
oExperience
4
