Contents of the subject

This course delves into the intersection of psychology and marketing, exploring the fundamental principles that govern consumer behavior. Through a mix of theoretical foundations, practical applications, and case studies, students will gain insights into how psychological principles can be leveraged to develop effective marketing strategies. The course aims to equip students with a deep understanding of the psychological underpinnings of consumer decision-making and how marketers can apply this knowledge to create impactful campaigns. Within the course the students will discuss the results of scientific papers on a regular basis and will therewith get acquainted with different methods of qualitative and quantitative psychological research and thus expand their methodological
competence, too.

The exam will be a(n adapted) real-world scenario, in which a marketing
campaign resting on psychological effects will be discussed and further
developed.

Consumer behavior principles:

• Attitude-Behavior Models
• Means-End Chains (Laddering)

Behavioral Economics in Marketing:

• Decision Heuristics and Biases in Consumer Choices
• Nudge Theory and its Applications in Marketing (Experiments)

Ethical considerations on the use of psychology in ma

Persuasion and Influence

• Dual-process models
• Persuasion principles
• Psychology of advertising
• Psychology of packaging
• Psychology of price
• Psychology at the point-of-purchase (e.g. sales room design)

Selected other psychological effects

Qualification aims of the subject

• Students acquire knowledge on the fundamentals of psychological
  processes in consumer behavior as well as insights into the psychology
  of decision making.
• Students develop awareness about the benefits of consumer and
  advertising psychology for the marketing practice.
• They are enabled to master the application of these psychological
  approaches to derive implications for marketing and communication
  campaigns.
• Students acquire the ability to reflect critically on the use of psychology
  in marketing with respect to ethical topics.
• Students practice researching and dealing with current and high-ranking
  scientific literature on the subject of consumer behavior.

Applicability of the subject

Preparation for the master's thesis. Master Programmes: International Marketing Management, Marketing Management, DFS.

The nature of the examination / requirements for the award of credit points

Assessment methods and criteria: combined examination (50% presentation and 50% written assignment).
Repeat exam: oral examination

Literature and learning resources

• Hoyer, W. D. & MacInnis, D. J., Pieters, R. (2023). Consumer Behavior.
  Mason, OH: South-Western College Publishing.
• Van Jansson-Boyd, C. (2019). Consumer Psychology. 2nd ed. Berkshire:
  Open University Press.
• Scientific articles from various sources: Journal of Consumer Behavior,
  Journal of Consumer Psychology, Journal of Consumer Research,
  Journal of Marketing Research, Psychology and Marketing

Teaching and learning forms

Case Study, Scientific paper research, Group work, Interactive Seminar, Teaching Presentation, Buzz groups, Problem-based learning

Participation requirements

Basic knowledge in Marketing.