Consumer Behavior

Consumer behavior is one of the most important areas of marketing. Almost all decisions made in developing an effective marketing strategy rely on a thorough knowledge of consumers.

In this course the students will learn how and why consumers behave the way they do. They will gain an appreciation for the interrelatedness and complexity of external influences and individual factors on the purchase process and decisions. Students will explore theories developed in the behavioral and social sciences and learn how to use them to predict consumer reaction to marketing activities and to evaluate alternative marketing strategies. The student will acquire experience in applying these theories to real-world consumer behavior problems.