4469 Global Consumer Behavior
Dr. Ursula Haas-Kotzegger
Weekly hours
Language of instruction
02/11/19 to 02/20/19
Registration via LPIS
Notes to the course
Day Date Time Room
Friday 03/22/19 09:30 AM - 01:00 PM D2.0.326
Friday 03/29/19 09:30 AM - 01:00 PM D2.0.326
Friday 04/12/19 09:30 AM - 01:00 PM D2.0.326
Saturday 05/18/19 09:00 AM - 05:00 PM D2.0.392
Friday 05/24/19 10:00 AM - 02:00 PM D2.0.382

Products and brands touch everybody's lives and help people shape their identities. Understanding how and why consumers behave in a certain way is therefore crucial for marketers to design products and brands and to implement marketing strategies. Global Consumer Behavior focuses upon understanding consumer decision-making processes and the various factors that influence these processes.

Learning outcomes

After completing this course students should be able to explain the most central concepts within the field of consumer behavior. Moreover, students should be able to understand the complexity of the consumer decision-making process, and the variables that influence the consumer in different choice situations. Students will be able to understand what drives consumers to choose one product over another, and to take on a multicultural perspective in analyzing consumer behavior.

Attendance requirements

Please note that the first and last session are mandatory. If you do not attend the first and last session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours  (1 session)  is  permitted. 

Teaching/learning method(s)

Classes consist of lectures, discussions, group debates, exercises, and presentations. Students are expected to read the relevant materials and complete assignments prior to each class, and to participate actively in discussions and activities.


Evaluation and grading:

· Group presentation (20%)

· Consumer behavior journal (20%)

· Final exam (50%)

· Class participation (10%)

The final written exam will require essay-type answers. Learning material will be the course material and the group presentations!

Prerequisites for participation and waiting lists


1 Author: Solomon, Michael; Bamossy, Gary; Askegaard, Soren and Hogg Margaret K.

Consumer Behavior ? Buying, Having, and Being


Publisher: Prentice Hall
Edition: 11th ed., Global Edition
Remarks: Reference Literature
Year: 2015
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Book
2 Author: Hoyer, Wayne D., MacInnis, Deborah J. & Pieters, Rik

Consumer Behavior

Publisher: Boston: Houghton Mifflin
Edition: 7th
Remarks: Essential reading for all students
Year: 2018
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Book
Availability of lecturer(s)

By appointment

Unit details
Unit Date Contents



Internal influences: Perception, learning & memory. What drives motivation?


Me, myself and I. How personality, lifestyle and values shape our behavior.


Attitudes and buying habits


The influence of social and cultural settings on behavior. 

Final exam

Last edited: 2018-12-10