Meet the authors

Combining academic research, industry experience, and classroom practice.

Consumer Behaviour: An Introduction is the result of a collaboration between three lecturers from Belgian Universities of Applied Sciences. After years of teaching consumer behaviour, they identified a structural gap in available teaching materials: a lack of up-to-date teaching materials specifically aimed at bachelor and undergraduate level. They joined forces to write the book they wished they had when they started teaching.

The authors combine academic insight, teaching experience, and practical relevance, with a shared goal: to make consumer behaviour theory clear, realistic, and directly applicable in the classroom.

The authors are lecturers in marketing, economics, and psychology at multiple Belgian Universities of Applied Sciences.
Together, they bring complementary perspectives to consumer behaviour:

• Marketing strategy and branding
• Behavioural economics and ethics
• Consumer psychology and persuasion