Consumer Behavior

MKT 661 for Master Students

Contact person for Consumer Behavior

For further information please contact Kim Riede.

Lecturer	Guest lecturer
First Session	11.05.2020
Schedule	Monday 11.05.2020 3.30 p.m-7.15 p.m. Zoom Live-Meeting Tuesday 12.05.2020 3.30 p.m-7.15 p.m. Zoom Live-Meeting Wednesday 13.05.2020 3.30 p.m-7.15 p.m. Zoom Live-Meeting

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.