Exam number: 6670 (6601)
Semester: from 1st semester
Duration of the module: One semester
Form of the module (i.e. obligatory, elective etc.): Elective
Frequency of module offer: Eyery third semester
Prerequisites: You can take part in this course (Consumer Behavior, exam. no. 6670) only if you have not successfully completed Buyer Behavior (exam no. 6601) so far.
Applicability of module for other study programmes:
Obligatory or elective in other study programmes. For further information check regulations of the study programme.
Person responsible for module: Prof. Dr. Martin Eisend
Name of the professor: Prof. Dr. Martin Eisend
Language of teaching: English
ECTS-Credits (based on the workload): 6
Workload and its composition (self-study, contact time):
Contact time (Lecture, tutorial etc.) 45 h; self-study: 135 h
Contact hours (per week in semester): 3
Methods and duration of examination:
Successful written exam (120 min.)
Emphasis of the grade for the final grade: Please check regulations of the study programme
Aim of the module (expected learning outcomes and competencies to be acquired):
Subject related skills:
The primary objective of the course is the transfer of knowledge in the field of consumer behavior. Participants will develop analytical skills in order to understand buyer behavior more thoroughly. They will learn to read, analyze, and discuss the body of knowledge of consumer research.
- Reading, summarizing and presenting scientific literature
- Academic discourse and scientific discussion
Contents of the module:
- Consumers as individuals (learning, motivation, values, involvement, attitudes)
- Consumers as decision makers (information search, evaluation, choice, group influence)
- Culture and consumers
- Methods of consumer research
Teaching and learning methods:
Lectures, tutorials, presentation
Literature (compulsory reading, recommended literature):
Hoyer, MacInnis, Consumer Behavior, Boston, New York.
Solomon et al., Consumer Behavior. A European Perspective, Harlow.
An extended list of useful literature will be provided at the beginning of the term.
Registration in Moodle Viadrina required.