Marketing

B321J Consumer Behavior

Lecturer:Prof. Dr. Stefan Mayer
Course description:B321J
Language:English
Recommended for this semester or higher:5
ECTS-Credits:6
Course can be taken as part of following programs/modules:See alma
Prerequisites:---
Limited attendance:---
Course Type:Lecture and Tutorial (4 weekly lecture hours)
Date:
  • Lecture: Tuesdays, 2 p.m. - 4 p.m. c.t., HS 0.02 (VG Wilhelmstraße)
  • Tutorial: Tuesdays, 4 p.m. - 6 p.m. c.t., HS 01 (Neue Aula)

First lecture on April 22, 2025

Registration:Please join the course Consumer Behavior in ILIAS (see ILIAS below), in order for us to plan the course appropriately.
Method of Assessment:Written exam, or oral examination, or assignments or presentation or online assessment
Content:Students will acquire knowledge from relevant literature on consumer behavior. They will become familiar with important concepts on consumer preference formation, decision making, consumer psychology, and the relevant research methodology.
Objectives:
  1. Consumer behavior
  2. Data collection
  3. Experiments
Literature:

  • Hoyer, Wayne D., MacInnis, Deborah J., Pieters, Rik (2013), Consumer Behavior (6th ed.). Mason, OH: South Western.
  • Wänke, Michaela (2009), Social Psychology of Consumer Behavior. New York: Psychology Press.
  • Haugtvedt, Curtis P., Herr, Paul. M., Kardes, Frank R. (2008), Handbook of Consumer Psychology. New York: Lawrence Erlbaum.

Further literature will be announced in the lecture.

Downloads:---
ILIAS:Click here