Consumer Behavior

What it is about

You learn how consumers make decisions and which psychological, cultural and socio-demographic factors influence their behavior. In the end you will be able to apply central models and theoretical approaches of consumer research, analyze consumer behavior and assess the consequences of market developments for consumers.

What you will be able to do

• Describe and analyze types and trends in consumer behavior
• Apply theoretical approaches of Consumer Behavior Research
• Investigate consumer behavior in different socio-economic contexts
• Critically assess alternative theoretical approaches
• Evaluate implications of market developments for consumers

What the module consists of

• VorlesungConveying content through presentations and lectures
• Interaktive ElementeDeepening and application through group discussions, case studies, article reviews and a poster session

Teaching method

• Präsentation/VortragInformation provision of the theoretical foundations
• GruppendiskussionenApplying and discussing concepts in groups
• FallstudienPractical application and analysis of consumer decisions
• Diskussion wissenschaftlicher ArtikelDeepening and critical engagement with research approaches
• PostersessionSummary and presentation of analyses/results