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 12.04.2024
Course registration This course has a limited capacity. Registration via Portal2 is mandatory. You can register during the official registration period (January 15 – February 8, 2024). Participants will be selected randomly one day after the registration deadline.
Guzi Huang, M.Sc.

Guzi Huang

Contact person for Consumer Behavior

For further information please contact Guzi Huang.

Course Structure

  • Lecture


    Wayne D. Hoyer

    First Session

    Monday, 11.03.2024, 1:45 – 5:00 p.m. (L 9, 1–2, Room 001)


    Monday, 11.03.2024, 1:45 – 5:00 p.m. (L 9, 1–2, Room 001)
    Tuesday, 12.03.2024, 1:45 – 5:00 p.m. (L 9, 1–2, Room 001)
    Wednesday, 13.03.2024, 1:45 – 5:00 p.m. (L 9, 1–2, Room 001)


    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 during the first session.