Advanced Topics and Experimental Methods in Consumer Research
This course provides an overview of research and theories in consumer behavior. The topics covered in this seminar should be of interest to doctoral students studying Business, Psychology, Organization Behavior, and Marketing.
The course has two major goals:
- To expose students to research in specific areas of consumer research and marketing and to familiarize them with findings in these areas. These broad areas are emotions, sustainable consumer behavior, and human-computer interactions.
- To equip students with abilities to conceptualize, design and implement original consumer behavior research.
Students will read a set of core readings in order to gain knowledge of the relevant theoretical foundations, methodological norms, and most recent findings. We will discuss papers published in top journals in consumer behavior, marketing, management, psychology, and economics. One of the best ways for doctoral candidates to understand a research area is to critically review articles describing research in that area. The course will challenge students to adopt a critical stance when reading papers. This approach provides a deeper understanding of specific issues, a better appreciation of the research process, and training in research skills. During the discussion of the key articles on each topic, students will be challenged to review these articles. The class discussion will evaluate the articles and the reviews.
Students will learn to identify gaps in the literature or to apply a research problem to unexplored related phenomena.
Moreover, the second aim of this course is that students develop their own actionable research question and methodological plan. For this, they will be able to collect first data in the lab (BreLab) for their idea(s) (if physical course is possible), with the group and recruited students serving as participants in the respective experiments (otherwise: online data collection). Students will present their idea and potential results and give one another feedback on these ideas.
After completing this course, students will be able to define research questions in various domains of consumer behavior and in different empirical settings, they will know how to implement their research questions into an actionable experimental design, and they will be aware of potential problems and (dis)advantages in their research design
12 – 15. September 2022
Prof. Dr. Kristina Klein
University of Bremen