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Module title:

Consumer Psychology

Module title (english):

Consumer Psychology

Module number:

82-021-MM03-H-0719

Level:

Bachelor (UNI)

Course of study:

Type:

Modul

Organising faculty/Language Center:

Wirtschaftswissenschaftliche Fakultät

Instructors responsible:

Matta, Shashi

Examiners:

Credit points (ECTS):

competencies/skills:

At almost every moment of our lives, we engage in some sort of consumer behavior and decision-making. Different factors can influence consumer behavior processes: both psychological (micro) and sociological (macro). This course will mostly focus on the psychological core of consumer behavior (consumer psychology), but will also discuss sociological consumer behavior topics. Besides learning theoretical concepts, students will also have a practical perspective and learn how understanding consumer behavior can help to improve managerial practice.

The primary objectives of this course are to:

- Understand the concepts of consumer behavior and consumer psychology
- Understand how marketing stimuli affect consumer attention and perception of products
- Discuss low- and high-effort thought processes and understand how they can influence consumer atti-tudes
- Learn sequential steps in a consumer decision-making process
- Understand which factors influence consumer decision-making and post-decision processes and how
- Learn how different sociological factors influence Consumer Behavior

Besides knowledge in consumer behavior and consumer psychology, students will gain soft skills such as teamwork and communication. As lectures and tutorials are held in English, students will also have an opportunity to enhance their English language skills in a professional setting.

course content/topics:

- Introduction to Consumer Behavior
- Psychological processes that affect Consumer Behavior
- Motivation, ability, and opportunity to engage in consumption behaviors and make decision
- Exposure, attention, and perception of information stimuli (ads, prices, product features, etc.)
- Memory and knowledge
- Attitudes based on high/low consumers’ effort
- Process of making decisions
- Problem recognition and information search
- Judgment and decision-making based on high/low effort
- Post-decision processes
- Consumer’s culture
- Social influences on Consumer Behavior
- Consumer diversity
- Household and social class influences
- Psychographics: values, personality, and lifestyles
- Consumer Behavior outcomes and issues

formal requirements of admission:

recommended qualifications:

None

Lehr- und Lernformen/Lehrveranstaltungstypen:

- Lecture
- Tutorial

requirements for the attainment of ECTS points:

performance record assessed with at least "sufficient": Seminar Paper (100%)

Description of Seminar Paper 100%
The topic of the seminar paper will be connected to the material discussed during the lectures and tutorials. Students are required to write an individual paper and apply all course learnings to it. The seminar paper consists of the analysis of case studies related to the Consumer Psychology concepts learned in class. Formal requirements to the seminar paper will be announced at the start of the course.

workload/distribution of ECTS points within the module:

5 ECTS points
Lectures: 1 ECTS points, equals to 28 hours
Tutorials: 1 ECTS points, equals to 28 hours
Self-study pre-and-post Lectures and Tutorials: 1,75 ECTS points, equals to 56 hours
Home Assignments and Seminar Paper preparation: 1,25 ECTS points, equals to 38 hours
Equivalent to 150 hours

calculation of module marks:

Assessment

teaching/learning method:

compatibility with other courses of study:

Turnus des Angebots:

Beteiligte Fachgebiete:

Bemerkung: