Module Description

There are numerous psychological processes that explain customer behavior before, during, and
after consumption. In this course, students will get a comprehensive overview how internal influences
such as perception, emotions, and attitudes as well as social influences shape consumer behavior
in the marketplace. Special emphasis is placed on the transfer of consumer behavior
knowledge to marketing practice. Students not only learn how they can apply findings of consumer
behavior research when making business decisions but also how they can derive insights from recent
consumer behavior studies.

• As per model syllabus
• Good written and oral skills of the English language
• No previous knowledge in marketing and consumer psychology required

• andere...

Participation in two consumer behavior studies: Students must participate in two consumer
behavior studies. The studies take place as part of the lectures of topic area 5. Attendance at these
lectures is mandatory. Only students who participate in both studies can take part in the final exam.

Professional competencies

Participants can

• understand how different internal and external factors influence consumers
• understand how consumers choose and use product and services
• understand how organizations can apply findings of consumer behavior research in marketing
  practice
• understand how consumer behavior research can be used to gain customer insights
• can interpret real-life consumer behavior based on their theoretical knowledge
• can transfer findings of consumer behavior research into marketing practice
• can analyze existing consumer behavior studies and can draw appropriate conclusions

Self-competencies

Participants can

• make informed decisions in marketing and business contexts
• are aware of factors which consciously or subconsciously influence their own consumer behavior

Topic area 1: Foundations of Consumer Behavior

• Definition and overview
• Marketing’s impact on consumers

Topic area 2: Internal Influences on Consumer Behavior

• Perception: sensation, the stages of perception, stimulus organization
• Learning and memory: How do we learn?, cognitive learning theory, memory
• Motivation and affect: the motivation process, affect, consumer involvement
• The self: self-concepts, gender identity, the body as a product
• Personality, lifestyles, and values

Topic area 3: Choosing and Using Products and Services

• Attitudes and persuasive communications: impact, formation, and change of attitudes
• Decision making: choice and self-regulation, cognitive and habitual decision making, priming and
  nudging
• Buying, using, and disposing: situational effects, the shopping experience, ownership and the
  sharing economy, postpurchase satisfaction and disposal

Topic area 4: Consumers in their Social Setting

• Group influences and social media: groups, collective decision making, familiy decision making,
  word-of-mouth communication, opinion leadership, social media and influencer

Topic area 5: Applied Consumer Behavior Research

• Research approaches in consumer behavior to gain customer insights
• Study and analysis of existing consumer behavior studies
• Participation in two consumer behavior studies

Lectures, class discussions, individual and group assignment, participation in studies

Mandatory

• Powerpoint slides and lecture notes
• In-class assignments
• Textbook: Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being. Global
  Edition (13th ed.). Harlow: Pearson Education. See relevant chapters on Moodle.

Optional

• Additional literature provided on Moodle