CONSUMER BEHAVIOR

Catalog description

This course covers the buyer decision process, which serves as a framework for the analysis of how and why products and services are purchased and used, and also considers how marketing strategies of organizations are affected by consumer decisions. The course explores psychological knowledge on consumer insight related to obvious needs and wants, as well as deeper, perhaps unconscious motives that drive human behavior. It considers cognitive and neurological factors that influence the relationship between marketing and purchase behavior, as well as theoretical and technical contributions of psychological science toward prediction of emerging human needs and effective marketing strategy. Ethical implications of this endeavor are evaluated with regard to Catholic social teaching. Cross-listed with PSYC 335. Prerequisite: BUSN 303 or PSYC 201 or COMM 200 or MKTG 200.