Prof. Dr. Stefan Mayer
|Recommended for this semester or higher:||5|
|Course can be taken as part of following programs/modules:||International Economics |
International Business Administration
Economics and Business Administration
|Prerequisite for:|| |
|Limited attendance:|| |
|Course Type:||Lecture and Tutorial (3 weekly lecture hours)|
Videos are uploaded weekly.
|Registration:||Please join the course Consumer Behavior on Alma and ILIAS, 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.|
1. Consumer behavior
2. Data collection
- 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.