Consumer Behavior

Catalog description

This course is designed to review behavioral science concepts applicable to understanding behavior of consumers in the marketplace as related to designing marketing strategy. This includes the nomenclature commonly used by marketers to describe the application of consumer behavior knowledge. Understanding situational influences such as information processing, learning and memory, attitude formation and change, post-purchase behavior, ethical/social issues are integral to marketing strategy formulation through an examination of the consumer decision process, a process foundational to the study of consumer behavior. Topics covered include effects of internal factors (perception, learning, memory, motives, personality, emotions, and attitudes), and external factors (the significance of word-of mouth marketing and the role of opinion leaders) on consumer decision making, information processing, learning and memory, attitude formation and change, post-purchase behavior, ethical/social issues, and effects on marketing strategy.