Course Description

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.

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Athena Title

Consumer Buyer Behavior

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Equivalent Courses

Not open to students with credit in MARK 4100

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Non-Traditional Format

This course will be taught 95% or more online.

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Prerequisite

MARK 3000 or MARK 3000H or MARK 3000E or MARK 3001 or MARK 3001H or MARK 3001E

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Semester Course Offered

Offered every year.

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Grading System

A - F (Traditional)

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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.

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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

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Institutional Competencies Learning Outcomes

Critical Thinking

The ability to pursue and comprehensively evaluate information before accepting or establishing a conclusion, decision, or action.

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