Consumer Behavior

Catalog description

This course presents a comprehensive, systematic, and practical conceptual framework for understanding people as consumers-the basic subject matter of all marketing. Consumer buying patterns, motivation and search behavior. The consumer decision-making process includes inter-disciplinary concepts from economics, sociology, psychology, cultural anthropology and mass communications, as well as case analyses and research projects. Students discuss relevant psychological and sociological theories and study how they can be used to predict consumers’ reactions to strategic marketing decisions. Basic methodologies for research in consumer behavior are developed and applied. Course emphasis is on developing applications of behavioral concepts and methods for marketing actions.