Consumer research

The purpose of this course is to fundamentally challenge the way you understand consumption as an activity and as a topic of study. We will move you beyond colloquial or taken-for-granted understandings of consumption such as conceptually limited tropes like shopping. Understanding consumption is essential for marketing managers in developing effective marketing strategies. That said, we will repeatedly emphasise that to study consumption is not the same as studying customers. The class explores a multitude of concepts and theories from different behavioral sciences to fully appreciate what drives consumption choices and experiences. The course is split into two main paradigms of consumer research: consumer psychology and consumer culture.

Though the concepts presented during the course, we will actively encourage reflection, criticism, deeper exploration, and creative applications based on your own interests. This should also sensitise you to understand that when it comes to understanding consumer behavior, there is no one correct answer; rather different perspectives and explanations are often complementary.

Learning outcomes

By attending the course, participants will be better equipped to analyse and interpret decision-making in varying consumption contexts, as well as the foundational elements of those contexts.

In particular, after having attended the module, participants will be able to

1. introduce current knowledge of both substantive findings and theory about consumer behavior.
2. provide concepts for understanding consumer reactions to marketing stimuli and how consumer decision-making is structured
3. provide an understanding of how consumer research is conducted from a methodological perspective
4. improve the ability to identify potential applications of consumer behavior concepts and to utilize those concepts in analysing marketing problems and determining marketing strategy.