1241 Consumer Behavior
John Price, MSc, MBA
Contact details
Weekly hours
Language of instruction
09/19/19 to 09/22/19
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 10/14/19 01:30 PM - 04:00 PM TC.1.01 OeNB
Monday 10/21/19 01:30 PM - 04:00 PM TC.3.21
Monday 10/28/19 01:30 PM - 04:30 PM TC.4.01
Monday 11/04/19 01:30 PM - 04:00 PM TC.5.01
Monday 11/11/19 01:30 PM - 04:30 PM TC.4.01
Monday 11/18/19 01:30 PM - 04:00 PM TC.3.05
Monday 11/25/19 01:30 PM - 04:30 PM TC.5.13
Monday 12/02/19 01:30 PM - 03:30 PM TC.1.01 OeNB

This course will cover the different faces 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

Upon completion of the course, you should be able to do the following:

  1. Judge consumer research in the field.
  2. Analyse specific scientific facts and develop solutions independently.
  3. Look for relevant research and scientific publications.
  4. Read and present scientific research.
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, Presentations, Discussions



There will be two examinations in the course, each worth 35 points for a total of 70 points, and an in-class presentation of a scientific paper on consumer research worth 30 points.

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

The following grading scheme will be applied to the course:

0 - 60 Points:   nicht genügend (grade 'F')

70 - 60 Points: genügend (grade 'D')

80 - 70 Points: befriedigend (grade 'C')

90 - 80 Points: gut (grade 'B')

90 - 100 Points: sehr gut (grade 'A')

Students missing more than 20% of the class will not be able to be graded anymore.

Active participation is expected and regular attendance is obligatory.


Prerequisites for participation and waiting lists

Voraussetzung zur Teilnahme am Kurs 1 ist die Aufnahme in unsere SBWL. Der Einstiegstest (in DEUTSCHER Sprache) findet am Mittwoch, den 4.9.2019 um 18 Uhr im TC.0.10 Audimax statt. Die Anmeldung im System ist unter der Kursnummer 1431 Einstieg in die SBWL möglich. 


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











1 Author: Solomon, Michael R.

Buying, Having, and Being

Publisher: Pearson
Edition: 11th global edition
Remarks: Access to e-book through MyLearn
Year: 2015
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Book
Availability of lecturer(s)




Last edited: 2019-10-27