[ 2BKAUVK ] KS Buying Behavior
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| Es ist eine neuere Version 2015W dieser LV im Curriculum Bachelor's programme Business and Economics 2021W vorhanden. |
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| (*) Unfortunately this information is not available in english. |
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| Workload |
Education level |
Study areas |
Responsible person |
Hours per week |
Coordinating university |
| 2 ECTS |
B2 - Bachelor's programme 2. year |
Business Administration |
Markus Appel |
1 hpw |
Johannes Kepler University Linz |
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| Detailed information |
| Pre-requisites |
(*)KS Einführung in die Betriebswirtschaftslehre UND KS Marketing
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| Original study plan |
Bachelor's programme Business and Economics 2011W |
| Objectives |
The course focuses on core theories and findings regarding consumer behavior; students will acquire insight in to basic research methods
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| Subject |
Examples:
- Perception (e.g., does subliminal perception exist and does subliminal stimuli affect consumer behavior)
- Consumer behavior models
- Attention and directing attention (e.g., how does humor work and affect / influence consumer behavior?)
- Changing brand-appeal (e.g., developing a brand personality, evaluative conditioning)
- Attitudes, persuasion, behavior changes
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| Criteria for evaluation |
- regular attendance
- Homework assignment: Select advertising material and apply learned theories and findings
- Examination
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| Methods |
Classroom lectures, support through Moodle
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| Language |
German |
| Study material |
Felser, G. (2007). Werbe- und Konsumentenpsychologie. Berlin: Spektrum.
English-language literature is available upon request.
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| Changing subject? |
No |
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| On-site course |
| Maximum number of participants |
200 |
| Assignment procedure |
Assignment according to priority |
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