Consumer Behavior

Catalog description

This course provides an overall view of some of the basic perspectives of consumer behavior. An interdisciplinary approach will be stressed including the fields of economics, psychology, sociology, and anthropology as related to marketing. Emphasis is placed on the fundamental processes of motivation, perception, and learning, as well as analysis of individual and group influences as related to the marketing of goods and services. Prerequisite: MKT 340. (Offered fall term.)