Course Description:
Consumer Behavior is the study of the cognitive, affective, behavioral and environmental factors that influence decision-making in the marketplace. Through the use of case analyses, students will explore theoretical concepts and learn how the consumer engages in the buyer-seller relationship. The psychological factors that influence and shape consumer behavior will be explored. In addition, students will read some of the primary research and will develop a final paper or other project to demonstrate their integrated understanding.
Prerequisite: Introductory Marketing is required; Introductory Psychology is recommended.
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