Consumer Judgment and Decision Making
Course Information
| Module: | Consumer Judgment and Decision Making & Consumer Research |
| Course Number: | 14202631 |
| Contact Person: | Prof. Dr. Sören Köcher |
| Credits: | 4 contact hours per week / 10 ECTS (combined with Consumer Research) |
| Course Format: | Seminar |
| Language: | Englisch |
| Examination: | Written exam (plus optional project work) |
| Time and Location: | Tuesdays, 6:00–8:00 p.m. (s.t.), B 13 |
| Start Date: | Joint kickoff session on Wednesday, November 5, at 4:00 p.m. in Room C 2 |
Important Note: This course must be taken together with Consumer Research.
Course Description
The Consumer Judgment and Decision Making course provides students with an in-depth understanding of the behavioral science perspective on consumer decision-making. It explores how consumers form judgments and make choices, emphasizing that real-world decision behavior often deviates from classical models of rational choice.
The seminar focuses on key concepts such as heuristics and cognitive biases, which explain typical decision anomalies and demonstrate how these processes shape consumer behavior across various contexts. Based on current research, students will engage with the most important theoretical frameworks and empirical findings, discussing them critically. In addition, the seminar highlights the practical implications of these insights for marketing strategy, product design, and communication.
As part of a small-group research project, students will replicate a seminal study in the field of decision-making and extend it through additional analyses or new research questions.
A central learning objective of the course is to enable students to systematically analyze decision-making processes, identify typical errors and biases, and apply this knowledge effectively in real-world practice. Moreover, students will learn to critically evaluate scientific studies and transfer their insights to real-life consumer decision contexts.
Registration and Course Materials
- Registration — and, if applicable, seat allocation — takes place exclusively via PORTA. Please make sure to register in time for the courses you wish to attend.
- All course materials are provided through the University of Trier’s Stud.IP platform. Once you have registered for the course in PORTA, your Stud.IP registration will be processed automatically.
