The course "Consumer Psychology"
deals with experiences and behaviors of consumers from a psychological
perspective. Relevant psychological
characteristics of consumers such as perception, attention, learning, memory,
self-concept, values, motivation and emotion as well as models focusing on
consumer decision making are covered. After
successful completion of the course, students have a sound knowledge of
concepts in the field of consumer psychology, and can apply this knowledge in a
business context.
- Trainer/in: Götz Walter