A&F Marketing - Consumer Psychology


On this page we offer you slides, schedules and additional material for our modules.
The slides and other material for the lectures are password-protected, you will receive information on how to access during the first lectures.


Service Pledge

We believe in good teaching and therefore have a Service Pledge.



We prepared a Guide on How to write an academic paper.


Office Hours

You can find information about office hours on our contact page.



Winter Term


Summer Term




Articles about the acceptance of parametric tests (e.g., regression) to analyse Likert-scale data

  • James Carifio, N., & Rocco J Perla, N. (2007). Ten Common Misunderstandings, Misconceptions, Persistent Myths and Urban Legends about Likert Scales and Likert Response Formats and their Antidotes. Journal of Social Sciences, 3(3), 106-116. (paper)
  • Jamieson, S. (2004). Likert scales: how to (ab) use them. Medical Education, 38(12), 1217–1218. (PDF, external)
  • Rasmussen, J. L. (1989). Analysis of Likert-scale data: A reinterpretation of Gregoire and Driver. Psychological Bulletin, 105(1), 167-170. (external site) (external site)