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Business Psychology

Course code
Course type
BSc Course General Studies
Weekly Hours
HS 2019
Prof. Dr. Tillmann Wagner
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
Date Time
Thursday, 05.09.2019 11:30 - 15:15
Wednesday, 11.09.2019 11:30 - 15:15
Tuesday, 17.09.2019 11:30 - 15:15
Thursday, 19.09.2019 13:45 - 15:15
Tuesday, 24.09.2019 11:30 - 15:15
Wednesday, 02.10.2019 13:45 - 15:15
Thursday, 10.10.2019 11:30 - 15:15
Thursday, 24.10.2019 13:00 - 14:30
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.
Background-Readings: Fiske, S. T. & Taylor, S. E. (2016). Social Cognition: From brains to culture, 3rd revised edition, SAGE Publications Ltd.Kahneman, Daniel (2011). Thinking, fast and slow. Farrar, Straus and Giroux, New York.
Lecture and Guest Speakers
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