Culture and Consumption

Catalog description

** Transfer course offered by NT752 ** 2650. Culture and Consumption. 3 hours. In this course, we critically examine how shifts in U.S. demography impact marketplace decisions. The course focuses on first- and second-generation immigration populations, and how these consumers' values, attitudes and lifestyles are reflective of their cultural identities and ensuing consumption behaviors. Specifically, the course examines the connection between cultural identity, including ethnic, gender and generational diversity, and its relationship to brand preference formation, retail patronage and consumer dissonance.