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Consumer Psychology & Purchasing Behavior


Module name (EN):
Name of module in study programme. It should be precise and clear.
Consumer Psychology & Purchasing Behavior
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Business Psychology, Bachelor, regulation 01.10.2026
Module code: BWP-206
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P470-0012
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4V (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
5
Semester: 2
Mandatory course: yes
Language of instruction:
German
Assessment:
Written exam

[updated 09.11.2026]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

BWP-206 (P470-0012) Business Psychology, Bachelor, regulation 01.10.2026 , semester 2, mandatory course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Tatjana König
Lecturer: Prof. Dr. Tatjana König

[updated 22.05.2026]
Learning outcomes:
After successfully completing this module, students will be able to:
- explain key theories and concepts in consumer psychology,
- explain, classify, and critically evaluate the determinants of purchasing behavior,
- analyze consumer behavior in various market and decision-making situations using psychological models,
- critically discuss ethical issues related to influencing consumers,


[updated 09.11.2026]
Module content:
- Scope and development of consumer psychology
- Basic models of consumer behavior
- Perception and information processing (cognition)
- Activating determinants (emotion, motivation, attitude, ...)
- Interpersonal determinants (cultural, social, personal, and digital environments)
- Brand psychology
- Consumer protection, consumer well-being, and sustainability considerations

[updated 09.11.2026]
Recommended or required reading:
- Kroeber-Riel, W. Gröppel-Klein, A. (aktuellste Aufl.): Konsumentenverhalten, Vahlen
- Hoffmann, S., Akbar, P. (aktuellste Aufl.): Konsumentenverhalten: Konsumenten verstehen - Marketingmaßnahmen gestalten
- Felser, G. (aktuellste Aufl.): Konsumentenpsychologie, Kohlhammer

[updated 09.11.2026]
 
[Sun Nov 15 00:34:50 CET 2026, CKEY=wkxka, BKEY=wpsy, CID=BWP-206, LANGUAGE=en, DATE=15.11.2026]