EST. MMXXVIMarketing as a discipline, evidence as its base.8 August 2026 · NL · EN
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F2

Foundation module

Consumer Behaviour

12 lectures

1× LAW · 6× FRAMEWORK · 5× HEURISTIC — what do these labels mean?

SYNTHESIS

F2 · The productive tension

System 1/2 (Kahneman/Sutherland)andpreferences shaped in the moment (Chater).

Primary sources

Kahneman · Sutherland · Chater · Cialdini · Romaniuk

Lectures

12 lectures

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  1. F2-01How Consumers Actually DecideFreeTake the quiz →
  2. F2-02System 1 and System 22 SPTake the quiz →
  3. F2-03Heuristics and Cognitive Biases2 SPTake the quiz →
  4. F2-04The Principles of Influence2 SPTake the quiz →
  5. F2-05Mental Availability and Category Entry Points2 SPTake the quiz →
  6. F2-06Physical Availability and the Buying Situation2 SPTake the quiz →
  7. F2-07The Neuroscience of Brand Choice2 SPTake the quiz →
  8. F2-08Price Perception and Behavioural Economics2 SPTake the quiz →
  9. F2-09The Logic of the Irrational2 SPTake the quiz →
  10. F2-10Habit, Loyalty, and Repeat Purchase2 SPTake the quiz →
  11. F2-11Choice Architecture and the Digital Consumer2 SPTake the quiz →
  12. F2-12Integration: the consumer2 SPTake the quiz →

Quizzes

12 quizzes

A short quiz per lecture to test your grasp of the material.

  1. F2-01How Consumers Actually DecideTake the quiz →
  2. F2-02System 1 and System 2Take the quiz →
  3. F2-03Heuristics and Cognitive BiasesTake the quiz →
  4. F2-04The Principles of InfluenceTake the quiz →
  5. F2-05Mental Availability and Category Entry PointsTake the quiz →
  6. F2-06Physical Availability and the Buying SituationTake the quiz →
  7. F2-07The Neuroscience of Brand ChoiceTake the quiz →
  8. F2-08Price Perception and Behavioural EconomicsTake the quiz →
  9. F2-09The Logic of the IrrationalTake the quiz →
  10. F2-10Habit, Loyalty, and Repeat PurchaseTake the quiz →
  11. F2-11Choice Architecture and the Digital ConsumerTake the quiz →
  12. F2-12Integration: the consumerTake the quiz →

Concepts

Active recall beats rereading: retrieve the definition from memory first, then flip the card.

Practise the concepts · 54 →

Case studies

6 case studies

Integrative cases where the module's concepts meet a single brand or situation.

  1. Neuromarketing CaseThe Pepsi Challenge — When Taste Doesn't Equal ChoiceRead the case →
  2. Ethical Analysis CaseBooking.com — The Dark Side of InfluenceRead the case →
  3. Market Growth CaseAldi — Mental and Physical Availability on a BudgetRead the case →
  4. Brand Strategy CaseRed Bull — The Logic of Deliberate IrrationalityRead the case →
  5. Digital Consumer Behaviour CaseNetflix — Choice Architecture at ScaleRead the case →
  6. Integrative Capstone CaseOatly — From Rational Argument to Emotional MovementRead the case →
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