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).
Students understand the key aspects of consumer behavior with specific application to marketing communication and retailing. They will be able to apply and adapt their knowledge to develop strategies and tactics for both areas.
Module MKT 531
|Forms of teaching and learning||Contact hours||Independent study time|
|Lecture||1 SWS||5 SWS|
|Form of assessment||Written exam (45 min)|
|Further information||Student Portal (information on central registration process) and website of the chair (course information)|
Prof. Dr. Dr. h. c. mult. Christian Homburg
Prof. Dr. Wayne D. Hoyer
|Frequency of offering||Spring semester|
|Duration of module||1 semester|
|Range of application||M.Sc. MMM, M.Sc. WiPäd, M.Sc. VWL, M.Sc. Wirt. Inf., LL.M.|
|Preliminary course work||–|
|Program-specific Competency Goals||CG 1|
|Literature||No compulsory readings are required for this course. However, in order to become familiar with the basic principles of consumer behavior, students may want to pre-read the following literature:|
Hoyer, Wayne D., Rik Pieters, and Deborah J. MacInnis (2013), Consumer Behavior. Mason, OH: South-Western Cengage Learning.
The book is available for purchase at regular and online bookstores. Further, the Mannheim University Library holds a number of copies for rent.
|Course outline||Session 1: Key Aspects of Infomation Processing|
What are the central assumptions of the Elaboration-Likelihood-Model?
Which factors determine the degree of consumers’ information processing intensity?
Session 2: Central Route Processing
What are the subsequent stages of the cognitive decision making process?
How should marketing communications and retailing strategies be designed if consumers’ engage in central route processing?
Session 3: Peripheral Route (Low Involvement) Processing
What are key differences betwenn high and low involvement information processing?
Which strategies can be applied if consumers’ engage in peripheral route processing?