Consumer Behavior


PGE 3A - Operational and Strategic Marketing (SOMKT)
Marketing research
Contact hours
27 H
Number of spots
Open to visitors
Romain Franck

Pedagogical contribution of the course to the program

LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.

Students will understand state-of-the-art management concepts and tools and use them appropriately.
Students will implement appropriate methodologies to develop appropriate solutions for business issues.
LEARNING GOAL 2 : Students will develop advanced-level managerial skills.
Students will participate in a decision-making process in a critical way.
Students will communicate ideas effectively, both orally and in writing, in a business context.
Students will work collaboratively in a team.
LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment.
Students will demonstrate written and oral competency in two foreign languages.
Students will analyze business organizations and problems in a multicultural and international environment


This course analyzes the underlying theories explaining consumer behavior. Topics include the psychological core (motivation, memory, knowledge, attitudes), the process of making decisions (problem recognition, judgment, post-decision processes), and the consumer’s culture (social influences, consumer diversity, psychographics). This course also provides students with managerial implications of consumer behavior concepts.

Teaching methods


- Lectures

In group

- Oral presentations
- Projects
- Case studies/texts


- Discussions/debates


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) describe the current theories in consumer behavior.
  • - (level 2) explain the main variables influencing consumer behavior.
  • - (level 4) analyze marketing strategies implications of consumer behavior theories.
  • - (level 5) interpret real phenomena through the lens of the consumer behavior theories.

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet


I. Introduction to consumer behavior a. What affect consumer behavior? b. Who benefits from the study of consumer behavior? c. Making business decisions based on the marketing implications of consumer behavior II. The psychological core a. Motivation b. Memory and knowledge c. Attitudes III. The process of making decisions a. Problem recognition and information search b. Judgment and decision-making c. Post-decision processes IV. The consumer’s culture a. Social influences b. Consumer diversity c. Household and social class influences d. Psychographics: values, personality, and lifestyles

No prerequisite has been provided

Knowledge in / Key concepts to master

Operational and strategic marketing Marketing research

Teaching material

Mandatory tools for the course

- Computer
- Other :

Documents in all formats

- Newspaper articles
- Case studies/texts

Moodle platform

- Upload of class documents


No items in this list have been checked.

Additional electronic platforms

No items in this list have been checked.

Recommended reading

Hoyer, W., MacInnis, D., & Pieters, R. (2018). Consumer behavior 7th ed. United States of America: South-Western Cengage Learning.

HBR articles to be uploaded on moodle

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
Huaman-Ramirez, R. and Merunka D. (2017), “When is consumer desire driven by difficulty of recall task? The effect of the type of information and time pressure”, Journal of Marketing Theory and Practice, Vol. 25 No. 4, pp. 375-395. [ranked CNRS 4; ABDC B] Huaman-Ramirez, R. and Merunka D. (2019), “Brand experience effects on brand attachment: the role of brand trust, age and income”, European Business Review, Vol. 31 No. 5, pp. 610-645. [ranked CNRS 3; ABDC B] Huaman-Ramirez, R., Albert N. and Merunka, D. (2019), “Brand globalness effects on brand trust: the role of brand affect and brand innovativeness”, European Business Review, Vol. 31 No. 6, pp. 926-946. [ranked CNRS 3; ABDC B] Faschan, M., Chailan, C. and Huaman-Ramirez, R. (2020), “Emerging adults’ luxury fashion brand value perceptions: a cross-cultural comparison between Germany and China”, Journal of Global Fashion Marketing, Vol. 11 No. 3, pp. 207-231. [ranked ABDC B] Huaman-Ramirez, R., Maaninou, N., Merunka, D. and Cova, V. (2021), “How do consumers perceive old brands? Measurement and consequences of brand oldness associations”, European Business Review, Vol. 33 No. 4, pp. 566-596. [ranked CNRS 3; ABDC B] Mejía, V. D., Aurier, P. and Huaman-Ramirez, R. (2021), “Disentangling the respective impacts of assortment size and alignability on perceived assortment variety”, Journal of Retailing and Consumer Services, Vol. 59, 102386. [ranked CNRS 3; ABDC A] Huaman-Ramirez, R. (2021), “Self-congruity and domestic tourists’ attitude: the role of involvement and age”, Anatolia, Vol. 32 No. 2, pp. 303-315. [ranked ABDC B] Huaman-Ramirez, R., Merunka, D. and Maaninou, N. (2021), “Destination personality effects on tourists’ attitude: the role of self-congruity and ambiguity tolerance”, Journal of Strategic Marketing, forthcoming [ranked CNRS 4; ABDC A] Toti, J.F., Diallo M.F. and Huaman-Ramirez, R. (2021), “Consumer’s ethical decision-making: the mediating and moderating role of internal locus of control”, Journal of Business Research, Vol. 131, pp. 168-182. [ranked CNRS 2; ABDC A] Huaman-Ramirez, R. and Merunka, D. (2021), “Celebrity CEOs’ credibility, image of their brands and consumer materialism”, Journal of Consumer Marketing, Vol. 38 No. 6, pp. 638-651. [ranked CNRS 4; ABDC A] Huaman-Ramirez, R., Lunardo, R. and Vasquez-Parraga, A. (2022), “How brand self-disclosure helps brands create intimacy with customers: The role of information valence and anthropomorphism”, forthcoming. [ranked CNRS 3; ABDC A]


List of assessment methods

Intermediate assessment / continuous assessment 1Class no. 3,5,7
Written (10 Min.) / Individual / English / Weight : 20 %
Details : 3 Quizzes (the lowest score is deleted)
Intermediate assessment / continuous assessment 2Class no. 8
Oral (30 Min.) / Group / English / Weight : 20 %
Details : case study (in group of 4/5 members)
This evaluation is used to measure LO1.2, LO1.3, LO2.1, LO2.3, LO4.2
Intermediate assessment / continuous assessment 3Class no. 6
Written / Group / English / Weight : 20 %
Details : Short project about Super Bowl Game Ads
This evaluation is used to measure LO2.1
Final evaluationExam week
Written (120 Min.) / Individual / English / Weight : 40 %
No assessment methods have been attributed to this course yet.