An overview of what marketers need to know about consumers and
how this knowledge is used to satisfy consumer needs. Consumer
behavior concepts, processes, and models that help explain
differences in consumption behavior and choice are discussed.
Concepts from marketing, economics, and basic behavioral
sciences are introduced.
Athena Title
Consumer Buyer Behavior
Equivalent Courses
Not open to students with credit in MARK 4100E
Prerequisite
MARK 3000 or MARK 3000H or MARK 3000E or MARK 3001 or MARK 3001H or MARK 3001E
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Student learning Outcomes
Students will identify key psychological and individual differences that influence consumer/organizational buyer behavior.
Students will differentiate between various decision-making rules in the consumer decision making process.
Topical Outline
Definition and Importance of Consumer Behavior
Psychological, Economic and Social Foundations of Consumer Behavior
Models of Consumer Behavior
Research Designs for Understanding Consumer Behavior
Economic and Social Influences on Consumer Behavior
Psychological Influences on Consumer Behavior
Needs, Motivation and Values
Personality and the Self-Concept
Consumer Decision-Making
Experience, Learning and Knowledge
On-Line Buying Behavior
Institutional Competencies Learning Outcomes
Critical Thinking
The ability to pursue and comprehensively evaluate information before accepting or establishing a conclusion, decision, or action.
