4469 Global Consumer Behavior
Dr. Ursula Haas-Kotzegger
  • LV-Typ
  • Semesterstunden
  • Unterrichtssprache
11.02.2019 bis 20.02.2019
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Bachelor
Wochentag Datum Uhrzeit Raum
Freitag 22.03.2019 09:30 - 13:00 D2.0.326
Freitag 29.03.2019 09:30 - 13:00 D2.0.326
Freitag 12.04.2019 09:30 - 13:00 D2.0.326
Samstag 18.05.2019 09:00 - 17:00 D2.0.392
Freitag 24.05.2019 10:00 - 14:00 D2.0.382

Inhalte der LV

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.

Lernergebnisse (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.

Regelung zur Anwesenheit

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. 


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.

Leistung(en) für eine Beurteilung

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!

Teilnahmevoraussetzung(en) und Vergabe von Wartelistenplätzen



1 Autor/in: Solomon, Michael; Bamossy, Gary; Askegaard, Soren and Hogg Margaret K.

Consumer Behavior ? Buying, Having, and Being


Verlag: Prentice Hall
Auflage: 11th ed., Global Edition
Anmerkungen: Reference Literature
Jahr: 2015
Prüfungsstoff: Ja
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Buch
2 Autor/in: Hoyer, Wayne D., MacInnis, Deborah J. & Pieters, Rik

Consumer Behavior

Verlag: Boston: Houghton Mifflin
Auflage: 7th
Anmerkungen: Essential reading for all students
Jahr: 2018
Prüfungsstoff: Ja
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Buch

Erreichbarkeit des/der Vortragenden

By appointment

Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte



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

Zuletzt bearbeitet: 10.12.2018