Consumer Behavior

Prerequisite: MKTG 200 with a minimum grade of "C-" This course is concerned with how and why people behave as consumers. It provides coverage of consumer behavior theories, frameworks, concepts and tools to get into the hearts and minds of consumers and uncover insights that are relevant for business and policy. Its goals are to: provide conceptual understanding of consumer behavior; provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and to develop analytical capability in using behavioral research. Topics are drawn from areas of psychology, social psychology, sociology, cultural anthropology and behavioral economics. Offered fall and spring semesters.