4540 Consumer Behavior
PD Michail Kokkoris, Ph.D.
Contact details
Weekly hours
Language of instruction
02/14/19 to 02/17/19
Registration via LPIS
Notes to the course
Day Date Time Room
Wednesday 03/20/19 11:00 AM - 02:00 PM TC.3.01
Wednesday 03/27/19 11:00 AM - 02:00 PM EA.6.032
Wednesday 04/03/19 11:00 AM - 02:00 PM TC.3.05
Wednesday 04/10/19 11:00 AM - 02:00 PM TC.2.03
Wednesday 05/08/19 11:00 AM - 02:00 PM EA.6.026
Wednesday 05/15/19 11:00 AM - 02:00 PM EA.6.026
Wednesday 05/22/19 11:00 AM - 02:00 PM EA.6.026


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.

Learning outcomes

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.

Attendance requirements

Participation is mandatory. Students will not pass this course if they have more than two absences throughout the semester.

Teaching/learning method(s)

Lecture, discussions, case studies, group work, exams



The course will feature 2 exams, each of which is worth 35 points, and a group assignment worth 30 points

The first exam will take place on April 10 and the second one on May 22.

In order to successfully complete the course, students need at least 60 points (60%).



Prerequisites for participation and waiting lists

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!












1 Author: Hoyer/MacInnis/Pieters
Title: Consumer Behavior

Publisher: South-Western, Cengage Learning
Edition: 6
Year: 2013
Type: Book

Availability of lecturer(s)

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


Tel.: 01 31336 5090


Additional (blank) field

Grading Scheme:

0-59 = 5 (nicht genügend/ "fail")

60-70 = 4 (genügend/ sufficient)

71-80 = 3 (befriedigend/ satisfactory)

81-90 = 2 (gut/ good)

91-100 = 1 (sehr gut/ excellent)

Last edited: 2019-01-17