Consumer behavior: Theory and applications in health and sustainability of food choices

The aim of the course is to provide PhD students with a solid foundation for critical thinking and developing research ideas on consumer behavioural research, applied to the food domain (healthfulness and sustainability of food decisions). Selected topics on consumer behaviour are discussed, in three steps: (1) original theory that was developed, (2) current research on the topic and recent insights, (3) application of the theory in the food domain, related to health and/or sustainability. The appendix provides the topics. Each topic is discussed in a session that centres on a discussion of assigned readings, in which the papers are placed in a broader context. In addition, duo-assignments related to the topics are discussed in separate sessions.

General information

Dates:	May 10-June 30, 2027
Contact person (logistics):	Marcella Haan
Contact person (content):	Erica van Herpen
Credits	4 ECTS
Venue	Wageningen Campus

Lecturers:

• Prof.dr. Erica van Herpen (MCB)
• Prof.dr. Ilona de Hooge (MCB)
• Dr. Ellen van Kleef (MCB)

Learning outcomes:

After successful completion participants are expected to be able to:

• Understand and critically assess relevant theories about consumer behaviour
• Analyse recent insights and advances made with regard to these theories
• Critically evaluate theoretical and empirical aspects of consumer behavioural research
• Appraise how these theories have been applied in the food domain (health and sustainability)
• Assess the theoretical models in regard to the own research topic
• Create novel research ideas related to these theories and the own research topic

Activities:

1. Per topic, participants read 2 papers in self-study. They receive a reading instruction, to explain in what level of detail the papers need to be read, and what to focus on. Expected time investment of participants: 4 hours per topic.
2. Sessions in which the theory is further explained and discussed, based on additional relevant papers (lecture and discussion) (1,5 hours per session).
3. Participants make four assignments related to the topics, in pairs of two, and hand it in. To stimulate interaction between the participants, the composition of the duos will change over the course. Expected time investment of participants: 4 hours per assignment.
4. Students are requested to take a short look at each other’s assignments before the assignments are discussed in separate sessions. Expected time investment of participants: 1 hour per session.
5. Assignments are discussed in separate sessions (1,5 hours per session).

The assignments will have a diversity of formats. For instance, participants may be asked to prepare a presentation, make a list of discussion points, write up a study plan, etc. Participants e-mail these assignments in advance of the session to the lecturer and to fellow participants. Feedback on each other’s assignment will be part of the assignment discussion.

In addition, participants work on an individual assignment in which they relate at least one but ideally multiple of the topics to their own PhD project, appraise how the theories are relevant for their own research, and introduce a novel research idea for future research. This assignment is handed in two weeks after the course finishes. Expected time investment of participants: 16 hours.

Attendance at the sessions is required, and hybrid meetings will be provided in case not all participants are able to attend in person for all meetings. Participants must come to the sessions prepared to discuss the assigned papers and to provide their critical evaluation of the topic, methods, conclusions, and writing style (focus may differ for the papers, which will be indicated in the reading instruction).

Social activities (lunch, coffee break, drinks) are included throughout the course, to allow participants to socialize and to build their network of peers.

Target group and min/max number of participants:

The main target group consists of PhD students of WASS and VLAG. Sandwich PhD students who are not in the Netherlands will be able to participate, as it will be possible to follow the course online. PhD students from departments in marketing, public health, communication, etc, of other universities, as well as postdocs, are welcome to join. Minimum number of participants is 6, maximum is 16.

Assumed prior knowledge:

Master level knowledge in consumer behaviour, marketing, (social) psychology, or a related field. Fundamental knowledge on MSc level is assumed. If students lack knowledge on a certain topic, we assume they get up to speed with this topic. They can ask for additional background information if needed.

Assessment:

Class participation, duo-assignments per week, and individual assignment at the end of the course

Planning:

The first session of the course will be accompanied by a joint lunch, and the course will end with a joint dinner, to allow participants to socialize. Other sessions will be on campus in person when possible, and hybrid when needed.

Topics in Spring 2027

What are you having? How the (social) environment influences decisions.

1. What others think and what others do: Social norms (Erica van Herpen)
   Descriptive and injunctive social norms; popularity cues

2. I wonder what this will taste like: Categorization and inference making (Erica van Herpen)
   Internal and external categorization; inference making in the food domain

3. Assignment and discussion about social norms in different academic fields (Erica van Herpen)

Emotional and motivational influences in the food environment

1. Emotional consumer choices: The understanding of emotions and its role in consumer behavior (Ilona De Hooge)
   Appraisal theories, emotion theories

2. Too much or too little choice: Stimulus- versus memory-based decision making (Erica van Herpen)
   Choice overload; choice architecture; scarcity

3. Assignment regarding the understanding and effects of emotions (Ilona De Hooge)

Navigating self-regulation and the food environment

1. Supporting healthy eating: consumer self-regulation, food environments and opportunities for change (Ellen van Kleef)
    
2. The digital food environment: marketing, personalization and consumer food choices (Ellen van Kleef)
    
3. Assignment regarding paper review (Ellen van Kleef)

Moving forward: Changing ourselves and changes around us

1. Enabling future-proof food consumer science: major shifts, challenges and opportunities (Ellen van Kleef)
    
2. The “spaghetti soup” issue: Pitfalls in behavioural change (Erica van Herpen)
   Social marketing
    
3. Assignment related to the pitfalls of self-report measurement, discussion of alternative measurement methods (Erica van Herpen)

Planning

Session	Date	Lecturer
1	Monday, May 10, 12.30-13.30 lunch, session 13.30 – 15.00 h	Erica van Herpen
2	Wednesday, May 12, 13.30 – 15.00 h	Erica van Herpen
3	Wednesday, May 19, 13.30 – 15.00 h	Erica van Herpen
4	Monday, May 24, 13.30 – 15.00 h	Ilona De Hooge
5	Wednesday, May 26, 13.30 – 15.00 h	Erica van Herpen
6	Wednesday, June 2, 13.30 – 15.00 h	Ilona De Hooge
7	Monday, June 7, 13.30 – 15.00 h	Ellen van Kleef
8	Wednesday, June 9, 13.30 – 15.00 h	Ellen van Kleef
9	Wednesday, June 16, 13.30 – 15.00 h	Ellen van Kleef
10	Monday, June 21, 13.30 – 15.00 h	Ellen van Kleef
11	Wednesday, June 23, 13.30 – 15.00 h	Erica van Herpen
12	Wednesday, June 30, 13.30 – 15.00 h	Ellen van Kleef and Erica van Herpen
Dinner	TBD

Course fees

WGS PhDs with an approved TSP:	300 euro
a) All other PhD candidates b) Postdocs and staff of the above mentioned Graduate Schools	640 euro
All others	900 euro

Cancelation conditions

The participants can cancel their registration free of charge 1 month before the course starts. A cancellation fee of 100% applies if a participant cancels his/her registration less than 1 week prior to the start of the course.

The organisers have the right to cancel the course no later than one month before the planned course start date in the case that the number of registrations does not reach the minimum.

The participants will be notified of any changes at their e-mail addresses.