B321J Consumer Behavior
Lecturer: | Jun.-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: | International Economics International Business Administration Economics and Business Administration |
Prerequisite for: | --- |
Prerequisites: | --- |
Limited attendance: | --- |
Course Type: | Lecture and Tutorial (3 weekly lecture hours) |
Date: | Lecture: on Tuesdays from 2pm c.t. - 6pm - room Hörsaal Mineralogie/LMB H102 (Lothar-Meyer-Bau) Beginning April 19, 2022 |
Registration: | Please join the course Consumer Behavior on Alma (not required) and ILIAS, in order for us to plan the course appropriately. |
Downloads: | in ILIAS |
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. |