Course description

Consumer Research

Introduction

This advanced graduate seminar is designed to familiarize students with the streams of research in psychology and marketing that may aid in the understanding of processes underlying the influence of various marketing strategies on consumer behavior. The focus in the course will be on gaining a clear understanding of current theoretical and methodological approaches to various aspects of consumer behavior, on how basic research in consumer psychology may complement and advance basic research in psychology and marketing, and on how to develop testable hypotheses and theoretical perspectives that build on the current "state of the art."

Learning outcome knowledge

The learning objective is to acquire advanced knowledge in the area of consumer research. 

Exam organisation

  • Presentation and discussion: 50%
  • Written assignment: 50%