Consumer Behaviour: An Introduction
A practical, modern textbook for teaching consumer behaviour
Teaching consumer behaviour today is harder than ever. Students face fragmented models, abstract academic theory, and too little or outdated examples.
A realistic view on consumer behaviour
Understand how consumers really decide
Help students connect the dots
One clear framework instead of fragmented models
Made by lecturers, for lecturers
Clear structure, real examples, ready-to-use resources
What lecturers say
Lecturers who already use the book highlight its clarity, structure, and relevance.
“A very well-structured book that uses current, relevant examples and is supported by engaging, student-focused slides.”
Geert De Backer
Senior marketing professional & lecturer in Consumer Behaviour at Odisee University College
“The textbook provides higher education students with a clear, accessible roadmap, repeatedly returning to key concepts such as System 1 and 2, the Messy Middle, and social proof, which strengthens learning.”
Marijke De Veirman, PhD
Marketing researcher & lecturer in Consumer Behaviour at Artevelde University College
“A clear and accessible textbook that, through current and relatable examples, offers excellent insight into how the brain works and how it influences consumer behaviour.”
Hilde Vanderheyden
Lecturer and marketing program coordinator at University College Leuven Limburg (UCLL)
“This is a clear and didactically strong textbook. The structured diagrams and relatable examples make it a pleasure to use as a lecturer. The theory is explained at an accessible level for students, while staying grounded in solid theory. A true added value in this field.”
Gudrun Monserez
Lecturer Marketing at VIVES University College
A clear and engaging marketing textbook, weel structured around a modern framework. With its easy-to-follow visuals and relatable examples, it breaks down complex theory and helps first-year students gain a solid understanding of consumer behaviour.
Sofie Van de Putte
Lecturer at University College Leuven Limburg (UCLL)
THE BOOK
Teach the reality of
Consumer Behaviour
Also available in Dutch as Consumentengedrag, de essentie
A modern framework for modern decisions
Consumer decisions are rarely linear, rational, or predictable.
Yet many traditional textbooks still present consumer behaviour as a neat, step-by-step process.
Consumer Behaviour: An Introduction takes a different approach. In today’s fast-paced digital world, the reality is much "messier."
Built around the Messy Middle framework, this textbook reflects how consumers actually think, choose, buy, use, and discard products, in a real world, full of distractions, shortcuts, and time pressure.
By using the Messy Middle as a unifying framework, students finally see how concepts and models from different courses connect, instead of compete.
This textbook bridges the gap between academic theory and the daily reality of students, consumers and professionals.
The authors
Consumer Behaviour: An Introduction is written by Saar Bossuyt, Jessica Domen and Sarah Vullers. All three are lecturers at Belgian Universities of Applied Sciences, teaching courses in marketing, communication, and consumer behaviour.
Their shared goal: to make complex consumer behaviour theory clear, realistic, and directly usable in the classroom.
