Universität Wien FIND
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040087 KU Consumer Behavior (MA) (2021W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work

1. Zielgruppe

• Studierende des Masterstudium Betriebswirtschaft (Version 2016), die im Rahmen der Vertiefungsphase „Marketing und Internationales Marketing“ als Major oder Minor wählen.

• Studierende des Masterstudium Internationale Betriebswirtschaft (Version 2016), die im Rahmen der Vertiefungsphase Wirtschaft / Betriebswirtschaft „Marketing und Internationales Marketing“ wählen.

• Studierende anderer Studienrichtungen oder Gaststudierende, die eine Spezialisierung im Fach Marketing wählen. Diese Gruppe von Studierenden muss als Voraussetzung zur Teilnahme eine Grundausbildung im Marketing nachweisen. Als Richtschnur gilt dabei das Pflichtmodul „ABWL: Marketing“ (6 ECTS) der Bachelorstudien Betriebswirtschaft (Version 2014) oder Internationale Betriebswirtschaft (2014). Ein entsprechender Nachweis ist bis 09.10.2020 per e-mail an das Sekretariat des Lehrstuhls zu erbringen. (judith.ladenstein@univie.ac.at)


Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).


max. 50 participants
Language: German


Classes (iCal) - next class is marked with N

Tuesday 05.10. 09:45 - 11:15 Digital
Tuesday 12.10. 09:45 - 11:15 Digital
Tuesday 19.10. 09:45 - 11:15 Digital
Tuesday 09.11. 09:45 - 11:15 Digital
Tuesday 16.11. 09:45 - 11:15 Digital
Tuesday 23.11. 09:45 - 11:15 Digital
Tuesday 30.11. 09:45 - 11:15 Digital
Tuesday 07.12. 09:45 - 11:15 Digital
Tuesday 14.12. 09:45 - 11:15 Digital
Tuesday 11.01. 09:45 - 11:15 Digital
Tuesday 18.01. 09:45 - 11:15 Digital
Tuesday 25.01. 09:45 - 11:15 Digital


Aims, contents and method of the course

- How do consumers think, feel & (re-)act in buying contexts?
- How can their behavior be explained from a theoretical point of view; which factors determine the outcome of consumer decision making processes and which stimuli may trigger impulse buying?
- And: How can marketers make use of these theoretical consumer insights in designing their products, stores, sales interactions and communication campaigns?

This course provides you with the theoretical underpinnings to develop an indepth understanding of consumers and their buying behavior. We will discuss the varous (psychological, social and cultural) influences on purchase decisions as well as the impact of phyiscal stimuli and media on consumer behavior.

To apply the theoretical knowledge (from as many different fields as psychology, sociology, anthropology, biology, neuro sciences, communication and culture studies), you will work in groups on practical tasks and case studies.

After completing this course on 'Consumer Behavior', you will be able to better understand consumers decision making, their response to various types of stimuli as well as the interplay of the manifold influences emanating from social and cultural enviroment as well as media. This understanding can be helpful in developing better marketing programs, but also in identifying harmful consequences and protecting vulnerable consumer groups.

Assessment and permitted materials

Participants will be graded based on:
(1) Preparation of the literature for each of the five theory sessions, active participation in the discussion & group summary (10%)
(2) Mid term test in open-book format (45%)
(3) Active participation in group work on case study (45%).

Minimum requirements and assessment criteria

Assessment standards
≥ 87,5% (very good)
≥ 75 % (good)
≥ 62,5% (satisfactory)
≥ 50 % (sufficient)
< 50% (not passed)

Examination topics

The exam will cover the following areas:
1. Types of purchase decisions or (re-active) buying behavior
2. Determinants of consumer buying and how they can be classified: psychological, social & cultural influences, physical environment, media & augmented/virtual realities
3. Theories and models describing the impact of physical stimuli, psychological processes and social factors as well as their interplay.
The textbook indicated below will be used; relevant sections and pages will be indicated throughout the course.

Reading list

Kroeber-Riel, W. / Gröppel-Klein, A. (2019): Konsumentenverhalten, 11. Aufl., München: Vahlen

Academic articles:
(1) Lemon & Verhoef (2016): Understanding Customer Experience Throughout the Customer Journey, in: Journal of Marketing.
(2) Reynolds & Gutmann (1988): Laddering Theory, Method, Analysis, and Interpretation, in: Journal of Advertising Research.
(3a) Lee et al. (2012): The Timing and Context of Consumer Decisions. Insights from the Life Course Paradigm, in: Marketing Letters.
(3b) Bauer & Auer-Srnka (2012): The Life Cycle Concept in Marketing Research, in: Journal of Historical Research in Marketing.
(4a) Lissitsa & Kol (2016): Generation X vs. Generation Y - A Decade of Online Shopping, in: Journal of Retailing and Consumer Services.
(4b) Seemiller & Grace (2019): Who is Generation Z? in: Generation Z, Chapter 3.

Note: You will need the specified literature in all theory sessions of the course for active participation!

e-Book access to the textbook is available via the university library, but highly limited. The articles indicated can be accesses online in the course.

Association in the course directory

Last modified: Th 27.01.2022 07:07