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10639-01 - Colloquium: Consumer Behavior: Theoretical Foundations (3 CP)
| Semester | fall semester 2026 |
| Course frequency | Every fall sem. |
| Lecturers | C. Miguel Brendl (miguel.brendl@unibas.ch, Assessor) |
| Content | We will discuss theory and experiments from the field Consumer Behavior. This field builds on knowledge from psychology. Each weeks we will examine a single journal article in detail, examining what is most important about it. We will explore the researchers' main hypotheses and how they tested them. To get an impression of topics in this area, look at the tables of contents of the Journal of Consumer Research, Journal of Consumer Psychology, or the Journal of the Association for Consumer Research. |
| Learning objectives | Get acquainted with research in consumer behavior and with reading and interpreting academic journal articles. |
| Bibliography | Journal articles from the academic consumer behavior literature (e.g., from the Journal of Consumer Research, the Journal of Consumer Psychology, or the Journal of Marketing Research) and some closely related research from psychology and management journals. |
| Comments | There will be mandatory homework in preparation of Session 1. Please check the course webpage before. Please note that attendance is mandatory as of Session 1. If you cannot attend session 1 contact the instructor before registering for the course. This course is a pre-requisite for “43498-01 Psychological Theory in Consumer Behavior”, for “31953-01 Behavioral Marketing”, as well as for writing a master’s thesis in behavioral marketing. For some courses in the area of Behavioral Marketing you need to first take other courses. A master's thesis in this area also requires particular prior course work. You can find an overview here: https://wwz.unibas.ch/de/marketing/courses-masters-thesis/ |
| Admission requirements | Either being currently registered or having completed 62650 Behavioral Science. Having completed 31960 Microeconomics and Psychology of Decision Making before counts as well. If you have done similar coursework which you believe substitutes 62650 Behavioral Science, please contact the instructor. |
| Course application | 1. The number of participants is limited to 35 Students in the major "Marketing and Strategic Management" (Master of Business and Economics) and students of the Master in Business and Technology will be admitted with high priority. 2. Please register for the course and the subsequent assignment via this link here: https://adam.unibas.ch/go/crs/2072713/rcodegtr4JKtkWr . Registration is possible after 01.08.2026. Please make sure that you are registered for the fall semester and have paid the semester fees before you register for this course. The first application deadline is 15.09.26! You will be notified on 16.09.26 by email if you have been admitted to the course or on the waiting list! There will be a second application deadline for late applications on 09.10.26. You will then be notified on 12.10.26 if you have been admitted to the course or not! 3. Eucor-Students and mobility students of other Swiss Universities or the FHNW also have to register BEFORE the enrollment deadline at the University of Basel and receive their login data by post (email address of the University of Basel). Processing time up to a week! Detailed information can be found here: https://www.unibas.ch/de/Studium/Mobilitaet.html 4. A deregistration is possible until 15.10.26 at the latest by email to belegungstorno-wwz@unibas.ch. 5. Your registration will be entered in your Online Services only after the official deadline of the course registration period, i.e. after October 12, 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 | Tuesday | 10.15-16.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
Dates
| Date | Time | Room |
|---|---|---|
| Tuesday 27.10.2026 | 10.15-16.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Tuesday 03.11.2026 | 10.15-16.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Tuesday 10.11.2026 | 10.15-16.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Tuesday 17.11.2026 | 10.15-16.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Tuesday 24.11.2026 | 10.15-16.00 | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Modules |
Module: Business Field: Marketing (Master's Studies: Business and Technology) Module: Core Competences in Economics (Master's Studies: Sustainable Development (Start of studies before 01.08.2026)) 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) Module: Topics and Methods in Sustainable Development: Economics and Management (Master's Studies: Sustainable Development) |
| Assessment format | record of achievement |
| Assessment details | The final exam counts 75% toward your final grade, oral contributions during class count 25%. The final exam will be held physically in a seminar room during the last session of the course (see section Dates and Rooms of this course catalogue). Students are also required each week to submit brief, written answers to a standard set of questions regarding that week’s reading, to attend class, and to engage in discussion. All of these count toward the oral contributions grade. |
| 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 |