The course "Consumer Psychology" deals with experiences and behaviors of consumers from a psychological perspective.
The course covers relevant psychological characteristics of consumers such as perception, attention, learning, memory, self-concept, values, motivation and emotion as well as models focusing on consumer decision making.
After successful completion of the module, students have a sound knowledge of concepts in the field of consumer psychology, and can apply this knowledge in a business context.
Felser, G. (2015). Werbe- und Konsumentenpsychologie (4. Auflage). Berlin: Springer.
Solomon, M.R., (2019). Consumer behaviour – buying, having, and being. 13th edition. Harlow: Pearson.
Thaler, R.H. (2018). Misbehaving – The Making of Behavioral Economics. New York: W. W. Norton & Company.
In addition, articles from relevant scientific journals are discussed (e.g. Academy of Management Journal, Journal of Consumer Research, Psychology & Marketing, Journal of Consumer Psychology).