Consumer Behavior in the Summer Term 2026
Consumer Behavior in the Summer Term 2026
Dear Students,
Welcome to the course Consumer Behavior (Konsumentenverhalten, 261032-600)!
The course consists of a lecture (2 LVS) and an accompanying exercise (1 LVS).
___________________________________________________________________________
Enrollment:
Please enroll in this course to receive information about this course by email as well. We use this course for communication.
___________________________________________________________________________
Lecture:
The lecture takes place weekly. For information on the room, please refer to the current online course catalogue (https://www.tu-chemnitz.de/verwaltung/vlvz/). Additional date information, e.g. on content such as guest lectures or Q&A sessions, can be found in the OPAL course.
- The lecture takes place weekly in presence (i.e., not streamed or recorded).
- The first lecture will take place on April 13, 2026.
- The timing of the first exercise will be communicated at the beginning of the term.
- The course language is English (this includes the exam; you can answer the exam in German, however).
- All content of the lecture is relevant for the exam.
- The slides for the lectures can be found in the folder "Script and other material".
___________________________________________________________________________
Lecture content and learning goals:
Content (susceptible to change):
- Introduction: What is "Consumer Behavior"?
- Influential Theories of Consumer Behavior
- Consumer Behavior in Specific Contexts
- Ad Perception
- Price Perception
- Product perception
- In-Store Behavior
- Brands and Consumer Behavior
- Measuring consumer behavior
- Stated measurement (Conjoint, etc.)
- Observed measurement (Eyetracking, etc.)
- Experiments
- Consumer Behavior Research and its Limitations
Learning goals:
- Differentiate a "consumer behavior" approach from other perspectives in marketing
- Understand and apply theories of consumer behavior to different context
- Understand measurement approaches for different forms of consumer behavior
- Critically reflect on the limitations of consumer behavior and consumer behavior research
___________________________________________________________________________
If you have any further questions about this course, please contact us.
We wish you all a good start into the summer semester 2026 and are very much looking forward to meeting you next semester in the classrooms of the TU Chemnitz.
Your Chair of Marketing