Course Description
Processes and sources of influences that affect consumers' information processing, judgment, and decision making in consumption contexts. Students will be exposed to a variety of concepts and theories from the consumer behavior literature with the objective to better understand how consumers interact with the marketing environment in shaping their purchase decisions.
Athena Title
CON & ORG BEHAVIOR
Equivalent Courses
Not open to students with credit in MARK 8450
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Course Objectives
Students will be exposed to a series of key concepts from marketing, psychology, sociology, and economics and will study the interplay of these concepts with marketing strategies and tactics. By understanding how consumers make decisions, students will learn how marketers can affect the path of a purchase decision by influencing attitudes, perception, and memory, for example, which will ultimately lead consumers to more favorable judgments of a brand over competing brands.
Topical Outline
The consumer decision process Motivation Attitude and attitude change Persuasion Affect Attention and perception Learning and memory Personality and social/interpersonal influence Judgment and decision making (decision biases)
Syllabus