Multi agent simulation (MAS) is a tool that can be used to explore the dynamics of different systems. Considering that many demographic phenomena have roots in individual choice behaviour and social interactions it is important that this behaviour is being translated in agent rules. Several behaviour theories are relevant in this context, and hence there is a necessity of using a meta-theory of behaviour as a framework for the development of agent rules. The consumat approach provides a basis for such a framework, as is demonstrated with a discussion of modelling the diffusion of contraceptives. These diffusion processes are strongly influenced by social processes and cognitive strategies. Different possible research lines are discussed which might be addressed with a multi-agent approach like the consumats.