Banner Viadrina

Consumer Behavior

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.
Interdisciplinary skills:
- 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.

Further information:
Registration in Moodle Viadrina required.