Cross Cultural Consumer Behavior

Short Name
Consumer Behavior
Module Code
Module Coordinator
  • Prof. Dr. Stefanie Wannow
  • Prof. Dr. Stefanie Wannow
Short Description

Consumer behavior in theory and practice considering cultural influences

Learning Objectives

The participants shall

  • acquire knowledge about the core consumer behavior variables and processes
  • develop an understanding of the role of culture and its effects on consumer behavior
  • improve their ability to discuss the development of a global consumer’s society
  • get insights into state-of-the-art research in consumer behavior and learn how to read and interpret research articles from highly ranked marketing journals
  • be able to derive marketing implications from their theoretical knowledge
  • Definition and models of consumer behavior
  • Individual variables (e.g., culture and values, motivation, emotions)
  • Information processing (perception, learning and memory)
  • Consumer decision-making (problem recognition, information search, judgment, post-decision processes)
  • Social influences on consumer behavior
  • Consumer culture and the globalization of consumption
Method Competence
Social Competence
Self Competence
Duration in Semester
Instruction Language
Total Effort
6 CrP; an estimated 6 hours, of which approximately 4 are spent in class.
Weekly School Hours
Method of Instruction

Seminaristischer Unterricht

Requirements for the awarding of Credit Points
  • end-of-term test (90 min.) (60%),
  • presentation (40%)
  • De Mooij, M.: Consumer Behavior and Culture, 2nd ed., Sage, 2010.
  • De Mooij, M.: Global Marketing and Advertising, 4th ed., Sage, 2014.
  • Hoyer, W. et al.: Consumer Behavior, International Edition, 6th ed., Cengage Learning, 2012.
  • Kardes, F. R. et al.: Consumer Behavior, Science and Practice, Cengage Learning, 2011.
  • Solomon, M. R. et al. (2010): Consumer Behavior, 4th ed., Pearson Education.
  • Usunier, J.-C., Lee, J. A. (2013): Marketing Across Cultures, 5th ed., Pearson Education.