330007 VO+SE Theory of Consumer Behaviour (2010W)

Studying and understanding consumer behavior is important for firms in the market place. The course focuses on how and why consumers make specific decisions and behave in certain ways. Activating and cognitive processes which take place in the consumers are analyzed. Questions that are answered are, for instance, what catches the attention of consumers, what motivates them, what influences their attitudes toward products or services and how do consumers process information? Furthermore, the effects of environmental stimuli on the consumers are examined. It is distinguished between the physical environment (e.g. the store design) and the social environment (e.g. other consumers or sales personnel). Another distinction is made between real experiences of the consumers and experiences conveyed by media. A special focus is put on the effects of advertising on the consumers.
The course consists of lectures, exercises and many practical examples.