Online Course Guide of WHU –

Find all modules and courses of our degree programs.

Please use the filters below to select the term (spring or fall) as well as the respective program (BSc, MSc, MBA, Exchange, Doctoral) of your choice for an overview of all modules offered at WHU. The courses are listed under the modules. Please click on a module to see which courses are part of it. If you would like to find out more about a certain course, click on the name of the course to see detail information. The location of the lecture will be reveiled after your course registration on myWHUstudies.

Spring term counts from January - August, fall term counts from September - December.

Important for Exchange Students: As the Full-Time and Part-Time MBA Programs utilize a modular course structure, the dates on which students begin and end the exchange are flexible. Please find here a chronological overview of the preliminary course offering for Spring and Fall.

Spring 2019  ›  Bachelor of Science  ›  Bachelor of Science - 4th Semester  ›  Fundamental Studies

Business Psychology

Course Code:
Prof. Dr. Tillmann Wagner
Course Type:
BSc Course General Studies
Week Hours:
Spring 2019
(Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.)
  • Theoretical perspectives on consumer behavior
  • Stages in the consumer decision-making process
    • Problem recognition
    • Information search
    • Alternative evaluation
    • Purchase decision
    • Post-purchase evaluation
  • Motivation
  • Perception
  • Attitude formation
  • Knowledge integration
  • Learning
  • Principles of persuasion
  • Consumer research methods
Tuesday, 08/01/2019
11:30 AM till 03:15 PM
Tuesday, 22/01/2019
11:30 AM till 03:15 PM
Wednesday, 30/01/2019
11:30 AM till 03:15 PM
Tuesday, 05/02/2019
11:30 AM till 03:15 PM
Thursday, 14/02/2019
11:30 AM till 03:15 PM
Friday, 22/02/2019
03:30 PM till 06:45 PM
This class concentrates on the consumer psychology underlying the behaviors in todays’ market place. That is, the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services in order to satisfy their needs and desires. The objective of this class lies in enabling students to articulate the stages of the decision-making process and to characterize corresponding psychological dispositions and processes. Upon successful completion of this course, students should be able to:

  • Outline critical elements of the consumer decision-making process.
  • Articulate the complex nature of psychological processes pertaining to human motivation, perception, attitude formation, knowledge integration, and learning.
  • Identify relevant psychological dispositions or processes that may explain an observed marketplace behavior.
  • Employ psychological principles to shape the deployment of contemporary marketing tasks such as consumer segmentation, product positioning or advertising.
Lecture and Guest Speakers