Intendierte Lernergebnisse
The course deals with selected aspects in consumer behavior. A special focus is on communication and advertising.Consumer Behavior are the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Students will learn about consumers’ perception, learning and memory, motivation and values, the self, personality and lifestyle, as well as attitudes and persuasion. They will learn how consumers make decisions and are influenced by their physical as well as social surroundings. In addition, students will learn about cultural influences on consumers.The focus of the case study in this course is: Consumer perceptions of Corporate Social Responsibility (CSR)
Lehrmethodik
In class, lecturer and students will discuss selected aspects of consumer behavior from the course material. Students prepare and present one case studies (group work and presentation).
Inhalt/e
1. Introduction to Consumer Behavior2. Buying, Having and Being3. Perception4. Learning and Memory5. Motivation and Affect6. The Self: Mind, Gender, and Body 7. Personality, Lifestyles and Values 8. Attitudes and Persuasive Communication 9. Decision Making Case study work (group activity)
Erwartete Vorkenntnisse
Important: Students are advised to read the book chapters in advance in order to be able to participate actively in the course!
Literatur
Course Book via Library: Michael R. Solomon: Consumer Behavior, Global Edition, Pearson, 12th edition, 2018 (recent earlier editions are fine, too).Cases: Available in Moodle when class starts