Consumer Behavior

Prof. Dr. Yasemin Boztuğ

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:
Tuesdays, 10:15 - 11:45 o'clock, ZHG 007

Required Examinations:
Exam (90 Minuten), 6 Credits
30.07.2019, 10:15 - 11:45 o'clock, ZHG 011

Link UniVZ