As consumers, we are confronted daily with a vast amount of product information. How do we process this information and how do we make purchasing decisions? What influence do emotions and moods have? What significance does consumption have for our social identity? This event provides an overview of research in consumer psychology. Current examples from advertising and (social) marketing will be discussed.

Consumer psychology deals with the experiences and behavior of individuals, groups, and organizations in their capacity as consumers and suppliers of goods and services, as well as with the influence of advertising and communication on these experiences and behaviors. The seminar “Selected Problems in Consumer Psychology” aims to deepen understanding of the fundamental concepts and methods of consumer psychology. In addition to the most important theories, key empirical findings in the field are explored in greater depth to assess their scientific and practical significance. Besides specific aspects of consumer behavior and corresponding results from empirical research, methods for investigating consumer experiences and behavior are presented, and their practical application is demonstrated.

This courses are held in english (not every semester) and german. Please check the course catalog.