MVI340 Consumer Preferences and Behaviour

• Drivers of Consumer Preferences and Food Choice
  • Intrinsic product characteristics (e.g., sensory attributes, ingredients), search attributes (e.g., price, package size), credence attributes (e.g., sustainability and health)
  • Expectations and acceptance (liking)
  • Sensory sensitivity, attitudes, emotions
  • Situation and context

• Drivers of Consumer Behavior and Behavior Change

  • Behavioral theory
  • Individual differences
  • Attitudes and personality segments

• Quantitative Methods in Consumer Research

  • Recruitment and segmentation of consumers
  • How to measure consumer preferences and attitudes, validated scales
  • Rapid methods (Check-all-that-apply)
  • Study design: surveys, conjoint analysis, choice experiments, experimental auctions, acceptance testing, blind and informed testing, intervention studies and nudging, longitudinal studies
  • Analysis of consumer data (analysis of variance, multivariate analysis, preference mapping)

• Qualitative Methods in Consumer Research

  • Interviews, focus groups, social media insights
  • Thematic analysis

• Current Issues in Research, Industry, and Society (Note: Topics may vary)

  • Consumer science for health (food processing, satiety, healthy eating habits)
  • Consumer science for sustainability (alternative proteins, food waste, source separation of packaging)
  • Consumer science with specific groups (e.g., children, older adults)
• Principles in Responsible Research and Innovation (RRI), GDPR and Ethics
• How to read and discuss scientific articles, Literature search (optional seminar)

Knowledge: Students will become familiar with concepts, theories, methods, applications, and established knowledge in the field of consumer research and consumer behavior in relation to food.

Skills: Students will be able to:

• Plan and conduct consumer studies using the most established approaches in the field
• Use tools and methodologies to process data, interpret and communicate results from consumer tests
• Use literature in the discipline

General competence: Students will be able to solve research or industry-related problems within the field of consumer insight. They will be able to interpret and discuss relevant literature through independent reflection and critical thinking. Students will also practice collaboration, group presentations, and data analysis techniques that can be applied in other subjects.

The knowledge, skills, and competencies incorporated in this course may contribute to achieving the UN Sustainable Development Goals related to food‑related consumer behavior and consumption, especially Goal 3: Good Health and Well-being and Goal 12: Responsible Consumption and Production.