Excerpt from course description

Consumer Behaviour


The course will give students an introduction to the subject consumer behaviour on a fundamental level. Emphasis is placed on the factors that control and affect the consumer's behaviour, and how the marketer can benefit from these factors. In addition, the course aims at identifying circumstances surrounding the demand for goods and services, how the same goods and services are used, and not least the decision-making process behind the purchase of a product or service.

Course content

Part I Consumers and the market

  • Introduction to consumer behavior
  • Purchase, use and disposal: sustainable consumer behavior
  • Ethics

Part II Consumer perspective on themselves

  • Perception
  • Personality and self-image
  • Lifestyle

Part III: Consumers and decisions

  • Decisions (decision-making, emotional and rational, System 1 and 2, loyalty)
  • Motivation
  • emotions
  • Learning and Attitudes

Part IV: The environment and consumer behavior

  • Demographic conditions (family structure, income, age, etc.)
  • Groups and social classes
  • Culture

Part V: Special Topics

  • Consumer behavior and technology
  • Forced consumer behavior (shopaholic / compulsive buying, gambling addiction, substance abuse)


This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.