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43498-01 - Colloquium: Psychological Theory in Consumer Behavior (6 CP)
| Semester | spring semester 2026 |
| Course frequency | Every spring sem. |
| Lecturers | C. Miguel Brendl (miguel.brendl@unibas.ch, Assessor) |
| Content | The course is appropriate for master’s students in business, economics, or psychology, as well as for PhD students. The course focuses on psychological theory that is the basis for theories in consumer behavior. It has a methodological emphasis by teaching you how to conduct research using experiments. This course is a precondition for writing a master’s thesis in behavioral marketing. But beyond that it is of particular interest if you want to explore what academic research is like. -For those without a prior degree in psychology the course offers a crash course in psychology as it relates to preferences (attitudes, feelings, evaluative judgments, choice). -For anyone interested in behavioral sciences the course offers the opportunity to practice an important skill: deriving behavioral predictions from theories. This skill goes beyond merely describing a theory and is important for anyone who wants to actually use a theory, be it for research or application. During the seminar we discuss your homework solutions to a set of exercises. From this discussion we draw inferences about theory itself and about designing experiments. The entire course is in English. |
| Learning objectives | • Obtaining an overview of fundamental psychological concepts in preference formation and choice. • Learning about the nature of theory construction and theory testing by means of experiments (heavily emphasized). |
| Bibliography | Last year's syllabus is posted here: https://adam.unibas.ch/goto_adam_crs_480685.html |
| Comments | To take the course you have to attend as of Session 1. Note that there will be homework in preparation of Session 1. It is crucial that you can attend each session in full, see "Assessment/Leistungsüberprüfung". This course is a pre-requisite if you want to write a master's thesis in behavioral marketing. Details are posted here: https://wwz.unibas.ch/fileadmin/user_upload/wwz/00_Professuren/Brendl_Marketing/2021_07_19_MBrendl_Requirements_Master_s_Thesis_in_Behavioral_Marketing.pdf The course will be taught on site. |
| Weblink | Weblink to ADAM |
| Admission requirements | If you are a master's student at the business and economics faculty in Basel, you need to have passed three courses: 62650 "Behavioral Science”, 10639 "Consumer Behavior: Theoretical Foundations", 12036 "Econometrics”. If you study elsewhere or are a PhD student, please contact the instructor. In the past all those who fulfilled the course requirements were admitted. Should demand surpass the available seats, we will emphasize the following for admissions: • Grades in the Kernfächer 62650 “Behavioral Science” and 12036 “Econometrics” or in equivalent courses if you come from another discipline. |
| Course application | 1. The number of participants is limited to 20. 2. Please apply for the course and the subsequent assignment via this link here https://adam.unibas.ch/go/crs/2072734/rcodeSZ2NShRk7A by February 3rd, 2026, 8 pm at the latest. Please make sure that you are registered for the spring semester and have paid the semester fees before you apply for this course. 3. You will be notified by February 12th, 2026, if you have been admitted to the Kolloquium. 4. A deregistration is possible until February 13, 2026, 8pm by Email to belegungstorno-wwz-at-unibas.ch. Please state the course number, title and your matriculation number! 5. Please note that your registration will be entered in your Online Services only after the official deadline of the course registration period, i.e. after 16.03.2026. 6. The following applies to everyone: enrollment = registration for the exam/assignment! In case of non-participation after registration it will be noted as "nicht erschienen" in the transcript. |
| Language of instruction | English |
| Use of digital media | No specific media used |
| Interval | Weekday | Time | Room |
|---|---|---|---|
| wöchentlich | Monday | 11.00-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
Dates
| Date | Time | Room |
|---|---|---|
| Monday 16.02.2026 | 11.00-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Monday 02.03.2026 | 11.00-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Monday 09.03.2026 | 11.00-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Monday 16.03.2026 | 11.00-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Monday 23.03.2026 | 11.00-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Monday 30.03.2026 | 11.00-17.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Modules |
Module: Business Field: Marketing (Master's Studies: Business and Technology) Module: Core Competences in Economics (Master's Studies: Sustainable Development) Module: Core Courses in Marketing and Strategic Management (Master's Studies: Business and Economics) Module: Specific Electives in Business and Economics (Master's Studies: Business and Economics) Module: Specific Electives in Marketing and Strategic Management (Master's Studies: Business and Economics) |
| Assessment format | record of achievement |
| Assessment details | There will be an in-class written exam (75% of grade) during the entire duration of the last session of the course (i.e., 30 April 2026). Performance during class will count for 25% of the grade. This includes active participation in class, contribution to team work, presentations, written homework, being prepared for class. Class attendance is mandatory and missing sessions or parts of sessions will result in grade deductions. Every session your homework consists of readings and exercises. I randomly draw some students to present their exercise solutions, which we then discuss. Given this format, it is necessary that you have completed the assigned readings and exercises before each session. |
| Assessment registration/deregistration | Registration/deregistration: teaching staff |
| Repeat examination | no repeat examination |
| Scale | 1-6 0,1 |
| Repeated registration | as often as necessary |
| Responsible faculty | Faculty of Business and Economics , studiendekanat-wwz@unibas.ch |
| Offered by | Faculty of Business and Economics |