Institut für Marketing

Links und Funktionen



Consumer behavior

Susanne Adler, Lisa Schreiber

Target group Master students (M.Sc.)
Course type Seminar, advanced seminar
Cycle Summer term
Hours per week 2 (seminar), 2 (advanced seminar)
Grading Seminar paper and presentation
Credits 6 ECTS
Time / Room See LSF

Course Overview

Discussions on false-positive findings and replicability have transformed the psychological sciences (e.g., Miller and Ulrich 2022; Open Science Collaboration 2015) and are also highly relevant for consumer research, as the field is embedded in a similar academic system and often refers to psychological concepts and theories. Hence, calling seminal psychological findings into question also affects consumer research. Furthermore, initial results on reproducibility in consumer research give rise to concerns in this regard since only about 10% of 34 replication attempts have been replicable (e.g., Data Colada 2022; Motoki and Iseki, 2022).

In the seminar, students will engage in this highly relevant research field and work in groups on a replication study in a predefined topic area (tba). Specifically, students will learn how to conduct a replication study that includes reviewing and assessing prior literature, setting up and conducting the experiment as well as analyzing and discussing its results.

To equip students with the theoretical knowledge to conduct the study, four input sessions will provide basics in empirical research and reproducibility.

The course language is English.

Admission requirements and application

Students wanting to attend the seminar must be enrolled for either the second or a higher semester of the BWL Master (PStO 2018).

Seminar registration will open on March 1, 2023. Please apply here.

Application deadline: April 2, 2023 (11:59 p.m.)

Students who are offered a place at the seminar must confirm the seminar place (please adhere to the deadline indicated in the acceptance mail). Otherwise, the seminar place will transfer to a student on the waiting list.

Please note that registration is binding upon assignment and acceptance of a seminar place.

Important dates and deadlines

  • Application deadline: April 2, 2023 (11:59 p.m.)
  • Kickoff session: April 18, 2023 (04:00 to 06:00 p.m., room 329, Ludwigstr. 28 RB/III)
  • Input sessions: April 25, May 2, May 9, and May 16, 2023 (04:00 to 06:00 p.m., room 329, Ludwigstr. 28 RB/III)
  • Final presentations: July 18, 2023 (09:00 a.m. to 05:00 p.m., room 329, Ludwigstr. 28 RB/III)


The grading consists of a seminar paper (50 % of the grade) and a presentation (50 % of the grade).