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This course focuses on the questions why individuals and groups buy, consume, and dispose products, services and other goods as well as how they make specific decisions. Specifically, it discusses how consumers’ motivations, personalities, knowledge, and attitudes affect purchase and consumption decisions
The students will:
- improve their understanding of consumer behavior,
- find out more about internal influences on consumers,
- develop the ability of discussing recent research papers and findings, and
- learn about sophisticated concepts/ paradigms in consumer research
Contents:
- Why understanding consumer behavior is important
- The decision and buying process
- Principles of decision theory
- The customer‘s mindset
- Managerial responses to consumer insights
- Cultural influences on consumer behavior
- Consumer and Social Well-Being
- Marketing research and paradigms in consumer psychology, and consumer behavior
- Perception of marketing stimuli
- Recent topics in academic research on consumer behavior
- Experimental designs in consumer research
- Statistical power analysis in experimental research using R
The contents of the modules Marketingmanagement, Marketinginstrumente is recommended.
No specific module are further recommended. However, Participants need to:
- have an understanding of marketing principles
- be able to interpret empirical research contributions (inclusive multivariate inferential statistics)
- Participants should be able to read, write, and communicate fluently in English.
Literature:
Recent Consumer Research journal articles plus:
Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being. Global Edition (12th ed.). Pearson Education limited.
Kardes, F. R., Cline, T. W., & Cronley, M. L. (2011). Consumer Behavior: Science and practice (International ed.). South-Western Cengage Learning.
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