Artesis Plantijn Hogeschool Antwerpen
Business en Recht
Consumer psychology34408/3519/2526/1/01
Study guide

Consumer psychology

34408/3519/2526/1/01
Academic year 2025-26
Is found in:
  • Bachelor of Business Management, programme stage 1
    Specialisation:
    • Marketing
This is a single course unit.
Study load: 3 credits
Teaching staff: Heirman Wannes
Languages: Dutch
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.03.2026 (2nd semester)
Re-sit exam: is possible.
Possibility of deliberation/tolerance: This course unit is eligible for deliberation/tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,00 hours

Prerequisites

There are no prerequisites for this course.

Learning outcomes (list)

You name the different steps of the stimulus response model of buying behaviour.
You appoint and define the phases in the decision-making process.
You describe the different types of buying behaviour.
You combine all your acquired insights to creatively make the connection between the way people think, feel and act and how to address and approach them as marketers.
You explain in your own words the underlying theories, processes and basic principles behind consumer behaviour.
You explain which individual psychological processes influence and steer consumer behaviour.
You explain what influence cultural, social, personal and psychological factors have on the consumer's buying behaviour.
You apply the seen theories and models on consumer behavior and describe consumer behavior from different perspectives.

Study material (list)

Consumentenpsychologie. De basis.Mandatory
  • Author: G. Valkeneers
Personal course notesMandatory
Powerpoint courseMandatory
Teaching material via DigitapMandatory

Educational organisation (list)

Learning Activities
Lectures and / or tutorials20,00 hours
Practicum4,00 hours
Work time outside of contact hours54,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
1st examination periodKnowledge and comprehension test during the examination series80,00Open en/of gesloten vragen
Gesloten boek
1st examination periodProject assignment20,00Werkstuk of presentatie
Open boek
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodKnowledge and comprehension test during the examination series80,00Open en/of gesloten vragen
Gesloten boek
2nd examination periodProject assignment20,00Werkstuk of presentatie
Open boek