Consumer Behavior

Prof. Dr. Yasemin Boztuğ
Fernanda Carneiro-Otto, M.Sc.

Target Audience:
Bachelor BWL, VWL, WiPäd, WIn, BWL D

Course Language:

Learning Objective:
The students will learn the basics of consumer behavior. After successfully attending the course, students will be able to describe the fundamentals of consumer behavior, distinguish activating from cognitive processes and examine their influence on consumer’s behavior. Furthermore, students will learn to relate consumers to their social context and to develop and analyze consumer segments.


  • Introduction to Consumer Behavior
  • Theory of Science
  • Theory of Consumer Behavior
  • The Consumer as an Individual
  • The Consumer in a Social Context

Time and Place:
On tuesdays, 10:15 - 11:45, room: ZHG 001
(First lecture takes place on 11.04.2023)

Required Examinations:
Exam (90 minutes), 6 Credits
Date: 25.07.2023, 10:15 - 11:45, room: ZHG 008
link to university course catalogue