• Describe, classify, combine and discuss relevant theories and models of consumer behavior
• Discuss and reflect upon implications from research for marketing practice
• Analyze practical examples and cases by applying relevant theories and models and suggest solutions
• Describe and explain methods of consumer behavior research

The overall goal of the course is to enable students to theoretically connect consumer behavior research, based on fundamental psychological theories and models, with marketing models and theories and derive implications for marketing practice. Moreover, students’ analytical skills will be trained by analyzing practical examples and cases based on the theoretical foundations.

Consumer behavior research aims at explaining how consumers make decisions in the marketplace, and the course introduces students to theories and models of consumer behavior. Thereby, this course builds on students’ knowledge from preceding courses on cognitive psychology and personality and social psychology. We will draw from fundamental psychological theories, covering the four broad areas of consumer behavior research: First, consumers in the marketplace, looking at consumer behavior from a marketing perspective; second, consumers as individuals, covering areas such as perception, learning/memory , motivation, the self and personality; third, consumers as decision-makers, looking into theories and models of individual decision-making; and fourth, consumer groups, covering relevant theories from social psychology.

Consumer behavior research goes beyond the study of what and why we buy; it also takes into consideration how marketers influence consumers and how consumers use the products and services marketers sell.  A comprehensive understanding of the consumer is the foundation of all major marketing activities, namely product development, price and distribution strategies, and all marketing communications. More specifically, understanding perceptions, motivations, learning, attitudes and behavior of consumers has implications that go beyond choosing the right brand name or color of an advertisement.

Therefore, we will extend on the underlying psychological theories of consumer behavior and develop a basic theoretical understanding of marketing. A selection of basic marketing terms, principles and theories will supplement the syllabus, and we will dig deeper into theories and models that determine today’s role of marketing, such as the service-dominant logic, the diffusion of innovations or the co-creation of value. Moreover, we will touch upon the digital consumer and the relatively young and under-researched phenomenon of social media, where the consumer not only interacts with the company but also with other consumers.

Implications of current consumer behavior research will be derived and discussed for the marketing of private businesses as well as public institutions.