Consumer Behavior

Catalog description

This course explores the psychological, sociological, and economic principles that underlie consumer behavior. It examines major theories and empirical findings in consumer behavior and their implications for consumer decision-making and consumption choices. Emphasis is placed on understanding the cognitive, emotional, social, and contextual factors that shape how consumers think, feel, and act in the marketplace. The course highlights how these insights can be applied to the development of effective marketing strategies and marketing communications.