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
6.0 CrP
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.