B321J Consumer Behavior


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: For more information please refer to alma.
Prerequisite for:


Prerequisites: ---
Limited attendance:


Course Type: Lecture and Tutorial (3 weekly lecture hours)
Date: Lecture (Block Course - means this course does not take place every week of the lecture period, only the below indicated dates):
Tuesday, May 21, 2024
Wednesday May 22, 2024
Thursday, May 23, 2024
Friday, May 24, 2024
From 8am - 5pm c.t. every day - Hörsaal 001 (OSA-Keplerstr. 2)
Exam is scheduled to take place on tba.
Registration: Please join the course Consumer Behavior in ILIAS, in order for us to plan the course appropriately.
Course will be taught in English.
Downloads: in ILIAS
Method of Assessment:

Written exam, or oral examination, or assignments or presentation or online assessment
Make-Up Exam last week of July or first half of August - Exam dates are available on the website of the Examinations Office.

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

3. Experiments


- 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.