Consumer Behavior
MKT 661 for Master Students
General Information
| Lecturer | Prof. Dr. Wayne D. Hoyer |
|---|---|
| Course Format | Lecture |
| Credit Points | 2 ECTS |
| Language | English |
| Grading | Written exam |
| Exam Date | 11.04.2025 14:15–15:00 in SN 163 |
| Course registration | This course has a limited capacity. Registration via Portal2 is mandatory. You can register during the official registration period. Participants will be selected randomly one day after the registration deadline. |
Credit: Fotostudio Thomas
Course Structure
Lecture
Lecturer
Prof. Dr. Wayne D. Hoyer Schedule
Monday, 17.03.2025, 1:45 – 5:00 p.m. in 008.1 seminar room (B 6, 30–32 component E-F)
Tuesday, 18.03.2025, 1:45 – 5:00 p.m. in 008.1 seminar room (B 6, 30–32 component E-F)
Wednesday, 19.03.2025, 1:45 – 5:00 p.m. in 008.1 seminar room (B 6, 30–32 component E-F)Format
Live attendance on campus
Further Information
Brief Description
The course examines the key aspects of consumer behavior. It defines consumer behavior as the acquisition, consumption, and disposition of goods, services, time, and ideas by (human) decision making units. Based on this definition important implications for retailing are explored.
Starting from the Elaboration Likelihood Model, we distinguish between the central and peripheral route of information processing and discuss topics such as decision making and store choice (both high and low involvement).
Reader Sale
The course material will be available for purchase for 7 euros during the first session.