2018-2019 / MARK0794-1

Consumer Behavior


30h Th

Nombre de crédits

 Master en sciences de gestion, à finalité5 crédits 


Cécile Delcourt


Steven Hoornaert

Langue(s) de l'unité d'enseignement

Langue anglaise

Organisation et évaluation

Enseignement au premier quadrimestre, examen en janvier


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Unités d'enseignement prérequises et corequises

Les unités prérequises ou corequises sont présentées au sein de chaque programme

Contenus de l'unité d'enseignement

Consumer behavior is "the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires" (Solomon, 2015, p. 29).
After taking this course, you will be able to:

  • Gain a strong knowledge of the psychological processes consumers (of products, services, ideas, experiences, behaviors,...) are influenced by.
  • Use this knowledge to develop strategically relevant consumer insights by identifying key psychological reasons for why consumers in some situations behave the way they do.
  • Translate this knowledge into effective marketing decisions

Acquis d'apprentissage (objectifs d'apprentissage) de l'unité d'enseignement

This course specifically contributes to the following Intended Learning Outcomes (ILO):

  • ILO-2: Gaining the knowledge and understanding of one of the proposed fields of concentration or to gain deep knowledge in the field of the management being already specialized through a first University Master Degree.
  • ILO-4: To acquire the capacity to research autonomously and methodically the information needed to solve a complex, transversal management problem.
  • ILO-5: Integrate autonomously researched information, tools, knowledge and context to build and propose, either individually or as part of a team, original, creative and viable solutions to concrete complex management problems, whether real or simulated, taking into account, when necessary, the human, social and legal context.
  • ILO-7: Being capable of professional team work.
  • ILO-9: Developing a critical sense.
  • ILO-10: Developing a transversal, global vision. 
  • ILO-11: Creative conception of solutions.
  • ILO-12: Professional capacity for oral communication.
  • ILO-13: Professional capacity for written communication.  

Savoirs et compétences prérequis

You are responsible for checking whether you meet the following prerequisites. In case you do not meet them, you will not be allowed to take this course.
You should have followed at least one course of "Marketing Research" https://www.programmes.uliege.be/cocoon/en/cours/MARK0793-1.html). Accordingly, you should master the concepts covered in this course prior to taking the course of "Marketing Research". For instance, you will be asked to collect, analyze, summarize, and report primary as well as secondary data as part of the "Nudge Challenge" (Group project); such knowledge and skills should have been obtained previously.
The "Marketing Research" course relies on the following textbook (COMPULSORY reading):

  • Malhotra N., Nunan D., Birks D. (2017), Marketing Research: An Applied Approach, 5th Edition, Pearson Education. Complementary resources available on Lol@ (check MARK0783).
Finally, you are required to participate actively during the sessions. Accordingly, you need a good proficiency level in spoken and written English.

Activités d'apprentissage prévues et méthodes d'enseignement

Class will consist of a combination of theoretical lectures, case studies, group projects, guest lectures, and participative discussions/activities.

Mode d'enseignement (présentiel ; enseignement à distance)

30 hours in face-to-face.

Lectures recommandées ou obligatoires et notes de cours

Required textbook: Solomon Michael R. (2015), Consumer behavior: buying, having, and being, Harlow: Pearson, 11th edition.[1]
The required textbook will provide the general framework for material to be covered in class. However, additional material will be presented in class that the student will be required to master as well. This additional material[2] includes and is not limited to:

  • Cornelissen, G., Pandelaere, M., Warlop, L., & Dewitte, S. (2008). Positive cueing: Promoting sustainable consumer behavior by cueing common environmental behaviors as environmental. International Journal of Research in Marketing25(1), 46-55.
  • Giebelhausen, M., Chun, H. H., Cronin Jr, J. J., & Hult, G. T. M. (2016). Adjusting the Warm-Glow Thermostat: How Incentivizing Participation in Voluntary Green Programs Moderates Their Impact on Service Satisfaction. Journal of Marketing, 80, 56-71,
  • Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research35(3), 472-482.
  • Lehner, M., Mont, O., & Heiskanen, E. (2016). Nudging-A promising tool for sustainable consumption behaviour?. Journal of Cleaner Production, 134, 166-177.
  • Schultz, P. W., Nolan, J. M., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V. (2007). The constructive, destructive, and reconstructive power of social norms. Psychological Science18(5), 429-434
[1] Older or newer editions are also accepted. I just expect you to check whether chapters correspond from one to another version.
[2] All scientific articles are available through the University Online Library (https://lib.uliege.be/fr/libraries/graulich), as long as you are connected to the local University network.

Modalités d'évaluation et critères

Grades in this course will be based on the following components:

  • Individual written examination (MCQ and essay questions; in December or January): 60%
  • Group project ("Nudge Challenge"): 40%
  • Bonus for (constructive) class participation (malus can be applied too in case of, for example, misbehavior). Please note that simply attending the class is not enough to receive a bonus. Instead, I expect you to add to the class environment by sharing your experiences and thoughts so that everyone benefits from your participation.
Important notes:


Remarques organisationnelles

All documents and useful information will be provided through Lola.
Course registration deadline: October 1, 2018. Registration after the deadline is not allowed. Students who do not attend the first two sessions will not be assigned to any group for the Nudge Challenge, and accordingly will not be allowed to take part in the final examination organized in the first session (i.e., December-January session). 
Participation in learning activities: Given the importance of taking part in the activities, the Article 37(§2) from the 'Academic and Examination Regulations' of the University of Liege is applicable. According to this article, I may declare students inadmissible for exams if they did not (i) submit their work in due time, or (ii) take part in the core learning activities. In particular: Students who did not actively participate in and present the "Nudge Challenge" (group project) are not allowed to take the final examination (1st session).

Classroom behavior: As a general rule, I am easy to work, communicate, and get along with AS LONG AS you respect the course and your classmates. In the interest of common courtesy, I expect you to turn off your cell phone for class and show up on time. Because these behaviors will be expected when you begin your professional career, I also expect them in the classroom.
Class attendance: Because class participation is key (and taken into consideration in the final evaluation), attendance is highly recommended. Note that class attendance is mandatory in the following cases: project presentations, case discussion, and guest lectures. I excuse your absence to the class ONLY in case of an imperious reason (e.g., sickness), and if you provide me with an official proof (e.g., medical certificate) as soon as you are aware of the imperious situation.


Professor in charge for the academic year 2018-19: Steven HOORNAERT, Ph.D. (Steven.Hoornaert@UGent.be), Adjunct Professor
Tenured Professor:  Cécile DELCOURT, Ph.D. (Cecile.Delcourt@uliege.be), Associate Professor