Modul 5000
Advanced Theories of Consumer Research
Instructors
Dr. Dominic Lemken
Dr. Antje Risius, a.risius@uni-goettingen.de
Prof. Dr. Achim Spiller,
Georg-August-Universität Göttingen
Learning goals
Students are provided an overview on theory grounded consumer behavioral research. The course teaches an understanding of research questions embedded in theoretical frameworks and covers new development in the consumer behavior domain in the agricultural and food economics sector. After completion, students are capable to develop hypotheses based on advanced theories of consumer research and elaborate complex structural analysis to pursue their own research ideas.
Course Outline
- Approaches to consumer research
- Economics
- Psychology
- Sociology
- Understanding theories in consumer behavior
- Usefulness
- Theory Development
- Discussing Examples: TRA, TPB, TAM, TTM, VBN, …
- Evaluation
- Validity
- Theory testing with structural equation modelling (PLS-SEM)
- Hypothesis development
- Structural Equation Modelling
- Basics of Partial Least Square Modelling
- Application
- Theory building: exploring latent structures with latent class analysis (LCA)
- Latent class in cluster analysis
- Latent class methods
- Application
- How to influence consumer behavior
- Nudging
- Boosting and Participation
Teaching Methods
Lectures, PC-demonstrations, hands-on-exercises, presentations
Grading
Presentation (40%), Exercises (20%), Participation (40%)
Completed or not completed
Requirements: Basic knowledge of empirical research and statistics
Language: English
Organization
The course takes one week. Advance sign-up is required. Typically, it is held at University of Göttingen
Software
- Latent class analysis: STATA and/or Latent Gold,
- Structural Equation Modelling: Adanco
Recommended Literature:
- Bacher, Johann; Pöge, Andreas; Wenzig, Knut (2011): Clusteranalyse. Anwendungsorientierte Einführung in Klassifikationsverfahren: Oldenbourg Verlag.
- Bray, Jeffery P. (2008): Consumer behaviour theory. Approaches and models. Bournemouth University.
- Keller, Margit; Halkier, Bente; Wilska, Terhi-Anna (2016): Policy and Governance for Sustainable Consumption at the Crossroads of Theories and Concepts. In: Environmental Policy and Governance 26 (2), S. 75–88. DOI: 10.1002/eet.1702.
- Mont, Oksana; Lehner, Matthias; Heiskanen, Eva (2014): Nudging. A tool for sustainable behaviour? Report 6643. Hg. v. Swedish Environmental Protection Agency.
- Sarstedt, Marko; Ringle, Christian M.; Hair, Joseph F. (2017): Partial least squares structural equation modeling. In: Handbook of market research: Springer, S. 1–40.