Consumer Behaviour (E)

First Cycle

After completing the course, students will be able to
- Describe and analyse consumer behaviour in high involvement and low involvement situations
- Understand the role of motivation in consumer decision making processes
- Understand the impact of culture on consumer perception and behaviour
- Distinguish different types of group influences and opinion leadership
- Understand the impact and the change in social class and the measurement of social class
- Be able to analyse current advertising examples with regard to their intent to respond to different attitudes and to change consumer attitudes

Accredited students of University of Applied Sciences of Kufstein and International Program

Perception
Motivation, values and involvement
Attitudes and attitude change
Decision making
Group influences
Social class
Cultures and subcultures

Solomon, Bamossy, Askegaard & Hogg: Consumer Behaviour: A European Perspective, FT Prentice Hall

Individual assignment

Englisch

3

0

2.0

Mixture of lectures, student-led teaching, group projects and case studies

1

Dr. Katrin Horn

1

IP_BUS106

Integrierte Lehrveranstaltung

Pflichtfach

Not applicable