Consumer Behavior

Catalog description

An overview of the applied social science of consumer behavior, which observes the psychological and behavioral processes of consumers as they engage in the selection, acquisition, usage, and disposition of products in the global marketplace. Specifically, the course examines the internal and external influences on the consumer decision making process. Theories of consumer behavior and current research in the field of study are employed to elucidate some implications for marketing management strategy. Prerequisite: MKT 350 ; and undergraduate business majors must be admitted to degree program.