Upon successful completion of the unit Special Topics in Consumer Behavior, students will develop an advanced understanding of contemporary and emerging issues in consumer behavior. This course explores cutting-edge research, theoretical perspectives, and real-world applications in consumer psychology, decision-making, and market trends. Students will critically engage with key topics such as behavioral economics, digital transformation, cross-cultural influences, sustainability, and ethical considerations in consumption. Additionally, they will explore how emerging technologies such as artificial intelligence, blockchain, and the metaverse are shaping consumer experiences and business strategies.Students will gain a deep appreciation for how consumer behavior is evolving in response to global trends, regulatory shifts, and societal changes. They will also develop analytical skills necessary to interpret consumer data and market research, allowing them to assess consumer preferences and forecast trends. By incorporating case studies, interactive discussions, and applied research projects, this course prepares students to navigate and influence the rapidly changing consumer landscape.

Lectures, case studies and discussionsIndividual assignmentGroup assignmentOral group presentation

This course, Special Topics in Consumer Behavior, explores advanced topics influencing modern consumer behavior. It integrates psychological, sociological, and technological perspectives to understand how consumer preferences and decision-making evolve in a dynamic marketplace. Students will explore the psychological underpinnings of consumer motivations, assess the impact of social norms on purchasing behavior, and examine how innovations in artificial intelligence, blockchain, and virtual reality are transforming consumer engagement.Key topics include but are not limited to:Advanced Behavioural Economics and Consumer Choices: Investigating how decision environments and cognitive shortcuts influence consumer preferences in both physical and digital settings.Sustainable and Ethical Consumption: Exploring consumer responses to circular economy initiatives, product reuse, and ethical dilemmas in sustainability marketing.Neuroscience, Emotion, and Multisensory Marketing: Analysing the impact of affective neuroscience and multisensory integration on brand perception and consumer loyalty.Artificial Intelligence, Data-Driven Insights, and Automation: Assessing the transformative role of AI, automated decision tools, and advanced analytics in understanding and predicting shifting consumer needs and personalising brand interactions.Consumer Behavior in the Digital Age: Examining the impact of e-commerce, mobile marketing, and social media on consumer interactions with brands.Metaverse, Virtual Reality (VR), and Augmented Reality (AR) in Consumption: Investigating how immersive digital experiences influence purchasing behavior and brand loyalty.Cultural and Global Influences on Consumer Behavior: Understanding the interplay between culture, identity, and market segmentation in an international context.Influencer Marketing and Social Proof: Analyzing how online influencers and peer recommendations shape consumer perceptions and brand trust.Future Trends in Consumer Behavior: Discussing anticipated shifts in consumer psychology, including post-pandemic behavioral changes and the rise of conscious consumerism.Through a mix of theoretical exploration and practical application, students will gain a holistic understanding of contemporary consumer behavior, enabling them to anticipate trends and develop effective marketing strategies. By leveraging a combination of research methods, case analyses, and industry collaborations, students will enhance their ability to interpret market signals, create consumer-centric campaigns, and address complex business challenges with strategic insights.

Students are asked to read and deal with scientific papers on the topics covered. All papers will be provided in the course.Homburg, C., Stierl, M., & Bornemann, T. (2013). Corporate social responsibility in business-to-business markets: How organizational customers account for supplier corporate social responsibility engagement. Journal of Marketing, 77(6), 54-72.Lamberton, C., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125.Hamilton, R., & Thompson, D. V. (2007). Is there a substitute for direct experience? Comparing consumers' preferences after direct and indirect product experiences. Journal of Consumer Research, 34(4), 546-555.Mende, M., & Bolton, R. N. (2011). Why attachment security matters: How customers' attachment styles influence their relationships with service firms and service employees. Journal of Service Research, 14(3), 285-301.Grewal, D., Motyka, S., & Levy, M. (2018). The evolution and future of retailing and retailing education. Journal of Marketing Education, 40(1), 85-93.

AssignmentsAssessment criteria / Standards of assessment for examinations

The final grade comprises the following components:Class participationIndividual assignmentGroup written assignmentOral group presentation

The final grade comprises the following components:Class participationIndividual assignmentGroup written assignmentOral group presentation