Logo Doctoral Certificate Program in Agricultural Economics Deutsch

Modul 5000
Advanced Theories of Consumer Research


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

  1. Approaches to consumer research
    • Economics
    • Psychology
    • Sociology
  2. Understanding theories in consumer behavior
    • Usefulness
    • Theory Development
    • Discussing Examples: TRA, TPB, TAM, TTM, VBN, …
      • Evaluation
      • Validity
  3. Theory testing with structural equation modelling (PLS-SEM)
    • Hypothesis development
    • Structural Equation Modelling
    • Basics of Partial Least Square Modelling
    • Application
  4. Theory building: exploring latent structures with latent class analysis (LCA)
    • Latent class in cluster analysis
    • Latent class methods
    • Application
  5. How to influence consumer behavior
    • Nudging
    • Boosting and Participation

Teaching Methods

Lectures, PC-demonstrations, hands-on-exercises, presentations


Presentation (40%), Exercises (20%), Participation (40%)
Completed or not completed

Requirements: Basic knowledge of empirical research and statistics

Language: English


The course takes one week. Advance sign-up is required. Typically, it is held at University of Göttingen


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