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...................................................................................................................................................................... 30
Implications for Branding ........................................................................................................................................... 30
From Sensory experience/Perception to Cognition ...................................................................................................... 30
Course material ......................................................................................................................................................... 31
Lecture 4: Psychology Core 2 – Cognition: Heuristics & Biases ........................................................................................ 35
Bias #1: Anchoring...................................................................................................................................................... 35
Bias #2: Familiarity ..................................................................................................................................................... 37
Bias #3: Loss Aversion ................................................................................................................................................ 37
Bias #4: Endownment effect (based on loss aversion) ................................................................................................. 39
Bias #5: Confirmation bias.......................................................................................................................................... 39
Bias #6: Availability bias ............................................................................................................................................. 40
Bias #7: Expectations ................................................................................................................................................. 41
Bias #8: Myopia: present vs future .............................................................................................................................. 41
Bias #9: Representative Heuristic ............................................................................................................................... 42
Bias #10: Mental accounting....................................................................................................................................... 42
Bias #11: Context effects ............................................................................................................................................ 43
(Bias #12: Paradox of choice)...................................................................................................................................... 43
What do cognitive biases teach us: Predictably Irrational ............................................................................................ 44
Course material ......................................................................................................................................................... 44
1
,Lecture 5: Psychological Core 3: Emotions and Motivations ........................................................................................... 47
Emotions ................................................................................................................................................................... 47
Motivations ................................................................................................................................................................ 50
Goals ......................................................................................................................................................................... 54
Course material ......................................................................................................................................................... 56
Lecture 6: Consumer Identity & Status ........................................................................................................................... 60
Self and Identity ......................................................................................................................................................... 60
I vs. me ...................................................................................................................................................................... 61
Me as Self-Concept .................................................................................................................................................... 61
Me vs us ..................................................................................................................................................................... 62
Me vs. you/them ......................................................................................................................................................... 63
Me vs Mine ................................................................................................................................................................. 64
From a marketing perspective .................................................................................................................................... 66
Buyer Persona ............................................................................................................................................................ 68
Brand personalities .................................................................................................................................................... 68
Course material ......................................................................................................................................................... 69
Lecture 7: Social Influence ............................................................................................................................................. 73
Course material ......................................................................................................................................................... 82
Lecture 8: Cultural Influence .......................................................................................................................................... 85
Culture ...................................................................................................................................................................... 85
Cultural differences: West versus East ....................................................................................................................... 87
Implications for Marketing .......................................................................................................................................... 89
Fixed or dynamic? ...................................................................................................................................................... 90
Course material ......................................................................................................................................................... 91
Lecture 9: Social Marketing & Nudging recent insights .................................................................................................... 97
Attitude – Behavior gap ............................................................................................................................................... 97
Social tools ................................................................................................................................................................ 98
Challenges in sustainable behavior ............................................................................................................................ 98
The SHIFT Framework ................................................................................................................................................. 98
Has the focus on individual level solutions led public policy astray?.......................................................................... 106
Course material ....................................................................................................................................................... 108
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...................................................................................................................................................................... 30
Implications for Branding ........................................................................................................................................... 30
From Sensory experience/Perception to Cognition ...................................................................................................... 30
Course material ......................................................................................................................................................... 31
Lecture 4: Psychology Core 2 – Cognition: Heuristics & Biases ........................................................................................ 35
Bias #1: Anchoring...................................................................................................................................................... 35
Bias #2: Familiarity ..................................................................................................................................................... 37
Bias #3: Loss Aversion ................................................................................................................................................ 37
Bias #4: Endownment effect (based on loss aversion) ................................................................................................. 39
Bias #5: Confirmation bias.......................................................................................................................................... 39
Bias #6: Availability bias ............................................................................................................................................. 40
Bias #7: Expectations ................................................................................................................................................. 41
Bias #8: Myopia: present vs future .............................................................................................................................. 41
Bias #9: Representative Heuristic ............................................................................................................................... 42
Bias #10: Mental accounting....................................................................................................................................... 42
Bias #11: Context effects ............................................................................................................................................ 43
(Bias #12: Paradox of choice)...................................................................................................................................... 43
What do cognitive biases teach us: Predictably Irrational ............................................................................................ 44
Course material ......................................................................................................................................................... 44
1
,Lecture 5: Psychological Core 3: Emotions and Motivations ........................................................................................... 47
Emotions ................................................................................................................................................................... 47
Motivations ................................................................................................................................................................ 50
Goals ......................................................................................................................................................................... 54
Course material ......................................................................................................................................................... 56
Lecture 6: Consumer Identity & Status ........................................................................................................................... 60
Self and Identity ......................................................................................................................................................... 60
I vs. me ...................................................................................................................................................................... 61
Me as Self-Concept .................................................................................................................................................... 61
Me vs us ..................................................................................................................................................................... 62
Me vs. you/them ......................................................................................................................................................... 63
Me vs Mine ................................................................................................................................................................. 64
From a marketing perspective .................................................................................................................................... 66
Buyer Persona ............................................................................................................................................................ 68
Brand personalities .................................................................................................................................................... 68
Course material ......................................................................................................................................................... 69
Lecture 7: Social Influence ............................................................................................................................................. 73
Course material ......................................................................................................................................................... 82
Lecture 8: Cultural Influence .......................................................................................................................................... 85
Culture ...................................................................................................................................................................... 85
Cultural differences: West versus East ....................................................................................................................... 87
Implications for Marketing .......................................................................................................................................... 89
Fixed or dynamic? ...................................................................................................................................................... 90
Course material ......................................................................................................................................................... 91
Lecture 9: Social Marketing & Nudging recent insights .................................................................................................... 97
Attitude – Behavior gap ............................................................................................................................................... 97
Social tools ................................................................................................................................................................ 98
Challenges in sustainable behavior ............................................................................................................................ 98
The SHIFT Framework ................................................................................................................................................. 98
Has the focus on individual level solutions led public policy astray?.......................................................................... 106
Course material ....................................................................................................................................................... 108
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
