Consumer Behavior

Quick Info: Master ׀ Seminar ׀ English ׀ Summer term ׀ ECTS 6

General information

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 a highly relevant research field and work in groups on a replication study (topic 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, several input sessions will provide basics in empirical research and reproducibility.

Dates and deadlines