Seminar in Consumer Behavior

Catalog description

Section information text: The buyer decision-making process is one of the driving forces behind how, where, and when to market a product, which is why understanding consumer behavior is integral to successful businesses. In this seminar course, independent scholars focus on the characteristics of consumers from the perspective of why they purchase products and services as well as their expectations when doing business. More importantly, they study individual behavior and the psychology of choice, the motivation to buy, and how to maintain satisfaction after purchase. Because forces beyond individual control sometimes influence markets, niches, and segments, independent scholars also examine consumer behavior from a cultural (and subcultural) perspective. They engage in course activities and discussions that focus on how to manage the customer experience from attraction to a mutually rewarding relationship. Independent scholars accomplish course objectives by examining foundational literature and theories, seminal works, and established models in the field of consumer behavior.