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.

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.

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

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%).

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: michail.kokkoris@wu.ac.at

Tel.: 01 31336 5090

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)