CUSTOMER INSIGHTS
Contact
Prof. Benedikt Schnurr, PhD
TUM School of Management
Technische Universität München
Office: 2537
Phone: +49 (0)89 289-28438
Email: benedikt.schnurr@tum.de
Classes: see TUMonline
Philosophy and Format
This course is held in the form of a live lecture on campus, in which I will provide you with
theoretical material as well as practical examples and the latest research findings. However, as
learning is a process of joined discovery, you are encouraged to actively participate in class, engage
in joint discussions, and engage in analytical and critical thinking. You may also want to bring up
contradictory thoughts of yours and discuss them in class. I encourage you all to actively participate.
Grading
Grading is based on a 60-minute written exam consisting of 40 multiple-choice questions. The
exam tests your knowledge of the topics covered throughout the course.
Session Structure
Lecture
We will begin each session with a lecture on my part. In this part, I will present the respective content
of the session. However, although this part is labeled ‘lecture’ I advise all of you to actively
participate, ask questions, and share your experiences. I will upload the slides after each session.
Science Insights
Following the lecture, I will present current research findings—one academic journal article––on the
topic(s) discussed in the lecture. You will find the respective journal article (see table at the end of the
syllabus) on Moodle. I advise you to read the articles before the lecture.
Case Work
The last part of each session will be devoted to the discussion of a case (see table at the end of the
syllabus), which I will put on Moodle before the session. You will first have time to discuss the case
with your neighbor. We will then jointly discuss the case.
Content
Session
Content
Book Chapters
1
Introduction to Consumer Behavior
S1, MHK1
2
Consumer Well-Being
S2
3
Perception
S3, MHK8
4
Learning and Memory
S4, MHK9
5
Motivation
S5, MHK10
6
Self-Concept
S6, MHK12
7
Personality
S7, MHK10
8
Persuasion
S8, MHK11
9
Consuming
S10, MHK18
10
Social Class
S12, MHK4
Readings
Books
MHK: Mothersbaugh. D., Hawkins, D., and Kleiser, S. B. (2020). Consumer Behavior: Building
Marketing Strategy, 14th Edition. McGraw Hill.
S: Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being, Global Edition, 13th
Edition. Pearson.
Research Articles and Cases
Session
1
Case
Article
2
Case
Article
3
Case
Article
4
Case
Article
5
Case
Article
6
Case
Article
Alexa
Barasch, A., Zauberman, G., & Diehl, K. (2018). How the intention to share can
undermine enjoyment: Photo-taking goals and evaluation of experiences. Journal
of Consumer Research, 44(6), 1220-1237.
Toms
Mogilner, C. (2010). The pursuit of happiness: Time, money, and social
connection. Psychological Science, 21(9), 1348-1354.
Lush
Schroll, R., Schnurr, B., & Grewal, D. (2018). Humanizing products with
handwritten typefaces. Journal of Consumer Research, 45(3), 648-672.
Three Mobile
Patrick, V. M., Atefi, Y., & Hagtvedt, H. (2017). The allure of the hidden: How
product unveiling confers value. International Journal of Research in Marketing,
34(2), 430-441.
Marie Kondo
Norton, M. I., Mochon, D., & Ariely, D. (2012). The IKEA effect: When labor
leads to love. Journal of Consumer Psychology, 22(3), 453-460.
L’Oreal
Leung, E., Paolacci, G., & Puntoni, S. (2018). Man versus machine: Resisting
automation in identity-based consumer behavior. Journal of Marketing Research,
55(6), 818-831.
7
Case
Article
8
Case
Article
9
Case
Article
10
Case
Article
Pure and Easy Foods
Luffarelli, J., Stamatogiannakis, A., & Yang, H. (2019). The visual asymmetry
effect: An interplay of logo design and brand personality on brand equity. Journal
of marketing research, 56(1), 89-103.
Anti-Smoking
Kim, T. W., & Duhachek, A. (2020). Artificial Intelligence and persuasion: A
construal-level account. Psychological science, 31(4), 363-380.
Recycling Plastic Bottles
Mookerjee, S., Cornil, Y., & Hoegg, J. (2021). From waste to taste: How “ugly”
labels can increase purchase of unattractive produce. Journal of Marketing, 85(3),
62-77.
Unilever and P&G
Hagerty, S. F., & Barasz, K. (2020). Inequality in socially permissible
consumption. Proceedings of the National Academy of Sciences, 117(25), 1408414093.