Consumer Behavior

Catalog description

The course introduces students to the basic behavioral models of consumer behavior. Students will explore the consumer decision making process, including how consumers process information, develop preferences and make choices. Students will study how consumer behavior affects the consumer as well as the marketplace. Industry tools designed to study consumer behavior and aid business decisions will be introduced. The power social, cultural, environmental and personal influences have on consumers will be evaluated. Students should leave the course with a deeper understanding of the impact of consumer behavior on the marketplace as well as their own behavior as a consumer.