The paper examines some of the problems involved in teaching consumer behavior in management education programs in Europe. These stem in large measure from the current embryonic stage of research in consumer behavior in Europe, which make it extremely difficult to develop a course directly relevant to the European context. Course content and organization is frequently based on U.S. experience. This gives unsatisfactory results from a teaching standpoint in terms of arousing student interest and involvement as well as posing a number of issues in relation to course content and relevance. Some steps towards improving this situation are suggested. Improved collaboration between management and academics is urged as critical in accomplishing this, and some possible formulas for collaboration are outlined. Some ideas for a course outline and for creating "alive" course material, getting students involved in observing behavior, conducting experiments in supermarkets, are discussed.