Consumer Behaviour

The aim of this module is to introduce students to the most important aspects of consumer behaviour, i.e. understand the consumers’ decision-making process. More specifically, in the framework of this module questions such as why, how, when and where consumers buy or do not buy a specific product will be assessed. To that end, students will be provided with the basics of psychology, sociology, social anthropology, economics and the interrelations. Moreover, critical characteristics (e.g. demographics) and influences (e.g. family, peers, mass media, social networks) will be questioned.