Principles of Consumer Behaviour (UD)

- Develop interdisciplinary knowledge of consumer behavior from the vantage point of marketing organizations and end consumers
- Obtain an understanding of basic theoretical terminology and concepts as well as research insights for solving marketing challenges in sustainably and digitally oriented business environments
- Develop competence for team work, analytical, critical and creative thinking in applying theoretical and empirical insights for the purpose of business decision-making
- Upgrade the knowledge gained from the Principles of marketing course and prepare the students for future study of strategic sustainable marketing

1. Understanding consumers as a key factor of market success in the contemporary (digital) environment
2. The influence of psychological factors on consumer behavior
2.1 Perception
2.2 Theories of learning and memory
2.3 Motivation and emotions
2.4 Attitudes
2.5 Lifestyle, personality and self-image
3. Decision-making processes
3.1 Classical decision-making models of consumers
3.2 Consumer decision journey in interaction with the digital environment
3.3 Household decision-making process
4. The influence of external factors on consumer behavior
4.1 Culture
4.2 Social and economic factors: subculture and social class
4.3 Interpersonal influences, reference groups and word of mouth
4.4 Diffusion of innovation