|Lecturer||Prof. Wayne D. Hoyer|
|Credit Points||8 ECTS|
|Grading||Paper presentation (25%), class participation (25%), and research proposal (50%)|
This course takes an “information processing” perspective to examine Consumer Behavior. The key focus will be to examine how consumers process marketing stimuli and make decisions. This includes topics such as motivation and involvement, attention and comprehension, memory, attitudes and attitude change, and decision making models. In each session, the Professor will provide a brief overview of the topic. Then, both classic and current papers on these topics will be discussed. Students will be expected to read assigned articles prior to class and be prepared to discuss them.
When reading the provided articles (Students will get the articles by E-Mail after the registration for the course is finished), you should think about and be prepared to discuss the following. It is important to identify both the strengths and weaknesses of the paper (i.e., this is not an exercise meant to just attack papers; rather, much can be learned by identifying what is good about a paper as well).
Each student is expected to write a research proposal within one of the major topic areas. The paper should be more than merely a literature review. It should develop an area in which research is needed and then proceed to develop a specific research topic including hypotheses, a proposed methodology, and an analysis plan. The paper should be a maximum of 20 double-spaced pages in length (including all exhibits and references) and has to be prepared by the end of the semester.