Visualisation plan de cours
2026 / 2027
EM4W5M02
Consumer Psychology & Decision-Making
Programme
PGE PGE5 Marketing, Brand & Customer Experience
Semestre
C
Coefficient
6
Volume horaire
Face à face : 25 H
Travail personnel indicatif : 50 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
MAANINOU
Liste des intervenants
| Intervenant(s) | Volume horaire | ||
|---|---|---|---|
| FABIEN PECOT | f.pecot@tbs-education.fr | 11 h CM | |
| Nada MAANINOU | nada.maaninou@em-strasbourg.eu | 14 h CM |
Discipline
Marketing
Descriptif
This course offers a comprehensive exploration of consumer behavior, examining the diverse factors that shape how individuals and groups make consumption decisions in today’s evolving marketplace. It begins with an introduction to the foundations of consumer behavior, including the buyer decision process, consumer profiling, and emerging consumption trends. Students then investigate internal influences such as sociodemographic, psychographic, and psychological factors, before turning to external drivers, including social networks, cultural dynamics, and situational contexts.Building on these foundations, the course addresses the consumer experience, with a particular focus on in-store environments and the role of brand heritage in shaping consumption practices (“consuming the past”). Case studies, field research, group work, and interactive tutorials will allow students to apply theoretical frameworks to real-world contexts. The course culminates in group presentations and feedback sessions, providing students with practical insights into how consumer behavior knowledge informs marketing strategy, brand positioning, and customer experience design.
Total hours: 25
Lecturer 1: Nada Maaninou (14H)
Lecturer 2: Fabien Pecot (11H)
MAC
Formuler des savoirs clés généraux et spécialisés dans un contexte professionnel/Mobilize key general and specialized kn
6 ECTS
Organisation pédagogique
Face-to-face
- Lectures- Tutorials
In group
- Exercises- Oral presentations
- Projects
- Case studies/texts
Interaction
- Discussions/debatesObjectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- analyze internal factors (sociodemographic, psychographic, and psychological) that influence consumer attitudes, perceptions, and decision-making.
- examine external influences such as social, cultural, and situational factors shaping consumer choices across diverse contexts.
- evaluate consumer experiences in retail and service environments, with a focus on in-store dynamics and brand heritage (“consuming the past”).
- determine stages of the buyer decision process and the appropriate marketing actions to be taken at each stage.
- develop critical thinking and teamwork skills by working collaboratively on consumer behavior analyses and presenting research findings.
- incorporate consumer insights into practical implications for branding strategy.
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
Nada MAANINOU
Chapter 1: Introduction to consumer behavior.
- Defining and studying consumer behavior
- Profiling the modern consumer
- Buyer decision process
- General framework of consumer behavior
- Consumer trends
Chapter 2: Internal factors influencing consumer behavior.
- Sociodemographic factors: age, gender, generation, life cycle.
- Psychographic factors: lifestyle, personality.
- Psychological factors: perception, needs & motivation, learning & memory, attitude, self-perception, involvement.
Chapter 3: External factors influencing consumer behavior.
- Social factors: brand community, opinion leaders, family/household, social class.
- Cultural factors: culture (myths, rituals, sacralization), subculture, cross-cultural variations.
- Situational factors: physical environment, temporal constraints.
FABIEN PECOT
Session 6:
- Introduction to “consuming the past” through brand heritage
- Real case studies
Session 7: Application
- Field research
Session 8:
- Group work and tutorials
Session 9: Feedback
- Presentation + conclusions
Chapter 1: Introduction to consumer behavior.
- Defining and studying consumer behavior
- Profiling the modern consumer
- Buyer decision process
- General framework of consumer behavior
- Consumer trends
Chapter 2: Internal factors influencing consumer behavior.
- Sociodemographic factors: age, gender, generation, life cycle.
- Psychographic factors: lifestyle, personality.
- Psychological factors: perception, needs & motivation, learning & memory, attitude, self-perception, involvement.
Chapter 3: External factors influencing consumer behavior.
- Social factors: brand community, opinion leaders, family/household, social class.
- Cultural factors: culture (myths, rituals, sacralization), subculture, cross-cultural variations.
- Situational factors: physical environment, temporal constraints.
FABIEN PECOT
Session 6:
- Introduction to “consuming the past” through brand heritage
- Real case studies
Session 7: Application
- Field research
Session 8:
- Group work and tutorials
Session 9: Feedback
- Presentation + conclusions
Prérequis nécessaires
Connaissances en / Notions clés à maîtriser
Fundamentals of marketing. Business English.Supports pédagogiques
Mandatory tools for the course
- ComputerDocuments in all formats
- Case studies/texts- Syllabus
Moodle platform
- Upload of class documents- Interface to submit coursework
- Assessments
Adossement à la recherche
Ce cours est adossé à la recherche.
- Research-led (par les contenus)Le cours mobilise des connaissances issues de la recherche académique récente.
- Research-tutored (par la discussion)Le cours développe l’analyse critique et la discussion de contenus (presse, rapport d’études…), travaux ou résultats de recherche.
- Research-based (par l’enquête)Le cours engage les étudiants dans une démarche d’enquête ou de production de connaissances (mini-projets de recherche, études de terrain, poster/rapport).
Bibliographie/références académiques
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior, 12th Global Edition. Pearson Education Limited. Solomon, M., Bamossy, G., Askegaard, S., Hogg, M.K. (2013). Consumer Behaviour: A European Perspective, 5th edition. Pearson Education Limited. Solomon, M. & Russell-Bennett, R. (2024). Consumer Behavior: Buying, Having, and Being, Global Edition, 14th edition. Pearson Higher Education AU. Pecot, F., Celhay, F., Kacha, M., & Lombard, G. (2022). Expressions of the past: A practice-based approach of brand longevity visual translation in advertising. Journal of Business Research, 150, 121-133.Travaux de recherche de l'EM
PFIFFELMANN J., UNTILOV O., THøGERSEN J., FRANCK R. (2025). Conflicting consumer beliefs influencing eco-innovation adoption: Motives and barriers for accepting the laser marking of organic products. Psychology and Marketing, 42 (n° 3) [ABS cat.3, AJG cat.3, CNRS cat.3, FNEGE cat.2, HCERES cat.A] PLOTKINA D., RABESON L., BAMBAUER-SACHSE S. (2025). The role of green brand image in explaining European consumers' reactions to different types of sustainable packaging. Journal of Retailing and Consumer Services, 84 [ABS cat.2, AJG cat.2, CNRS cat.3, FNEGE cat.3, HCERES cat.B] Impact Factor. 11 PLOTKINA D., HOFFMANN A., ROGER P., D'HONDT C. (2024). Gender vs. personality: The role of masculinity in explaining cognitive style. Journal of Behavioral and Experimental Finance, 44 [ABS cat.1, AJG cat.1]Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1
The session dedicated to the oral presentations will be specified during the classes.
Modalités de feedback
Oral feedback.
Compétence mesurée
ILO1.1-PGE, ILO1.3-PGE, ILO2.1-PGE, ILO2.2-PGE, ILO2.3-PGE
Evaluation finale 2
The date will be indicated in your schedule and announced during the first session.
Compétence mesurée
ILO1.1-PGE
Seconde chance
The date will be indicated in your schedule and announced during the first session.
Compétence mesurée
ILO1.1-PGE