| Course ID: | MARK 9560. 3 hours. |
| Course Title: | Advanced Seminar in Psychological Models of Consumer Behavior |
Course
Description: | A comprehensive review of the psychological literature as
applied to the study of consumer decision-making and behavior.
The course will focus on cognitive and social psychology
apsects of consumer behavior with an emphasis on generating
high quality consumer research ideas. |
| Oasis Title: | ADV SEM CONS BEH |
| Prerequisite: | MARK 9550 |
Semester Course
Offered: | Offered every even-numbered year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | To provide an in-depth understanding and appreciation of the
literature concerning social psycholgy, cognition, and decision-
making as related to consumer research. Students will learn
how to critically read and analyze research in psychology and
marketing with the goal of identifying potential gaps in these
literatures and develop research proposals to address these
gaps.
The course will ensure that the Ph.D. students gain an
appreciation of the unique research approaches and methods
typically employed when conducting consumer research. |
| Topical Outline: | Overview of Consumer Behavior/Psychology
Motivation and Affect
Information Search
Comprehension and Memory
Attitudes
Factors Affecting Attitudes/Moods
Emotions
Decision-Making and Choice
Consumer Learning and Perception |