This course will cover the different facets of consumer behavior, including the psychological foundation of consumption decisions (i.e., motivation, comprehension, memory, attitudes, and emotions), the process of decision making (i.e., preference construction), and social influences on consumer behavior. It will also provide first insights into the field of consumer neuroscience.

After completion of this course, students will have a solid foundation of the different topics in consumer behavior. This includes the psychological basis, the process underlying consumption decisions, and different consumer cultures. Furthermore, students will get insights into the marketing implications of consumer behavior and how target markets are selected based on consumer insights.

Additionally, students in this course will develop their skills in...

...taking different perspectives in judging research in the field.

...analyze specific scientific facts and develop solutions independently.

...plan and organize their own study time in order to reach the course goals.

...adjust and implement their own learning strategies.

Lecture, discussions, case studies, invited talks given by practitioners

The course will feature 2 exams, each of which is worth 35 points, and a group assignment worth 30 points.  In order to successfully complete the course, students need at least 60 points (60%).

Voraussetzung zur Teilnahme am Kurs 1 ist die Aufnahme in unsere SBWL. Details zum Einstiegstest finden Sie unter Kurs: 5461 Einstieg in die SBWL: Consumer Research and Marketing Communication.

Bei Aufnahme in unsere SBWL muss der Kurs 1 im gleichen Semester absolviert werden!

Office Hours will be individually scheduled. Institut für Marketing und KonsumentInnenforschung, Gebäude D2 / Eingang A / 2. OG

E-mail: monika.koller@wu.ac.at

Tel.: 01 - 31336 DW 5330

Grading Scheme:

0-59 = 5 (nicht genügend/ "fail")

60-70 = 4 (genügend)

71-80 = 3 (befriedigend)

81-90 = 2 (gut)

91-100 = 1 (sehr gut)