Consumer Behavior

Catalog description

This course introduces the major concepts, theories, and techniques that form the foundation of consumer behavior. The basis of marketing lies in understanding and satisfying consumer needs and wants. Consumer behavior examines the “why” of marketing-why consumers think, feel, and act the way they do. To explore this “why,” the course emphasizes psychological perspectives on perception, motivation, emotion, decision-making, and social influence. Students will also learn key methods marketers use to understand and shape consumer responses and how these efforts impact individuals and society. Through this process, students will develop a deeper understanding of consumer behavior that can contribute to more effective and responsible marketing practices.