2.0

Average Course Rating

This course provides students with a solid foundation in consumers’ decision making based on theoretical and empirical findings from the fields of psychology, anthropology, and sociology. Topics include consumers’ knowledge and involvement, attention, comprehension, learning, attitude, and purchase intention. Emphasis on cognitive learning, social influence and persuasion, and behavioral science provides an overview of the various methods used to drive behavioral change and social impact when marketing products, services and social issues. Also explored is the practical impact of consumer behavior analysis on marketing mix strategies, market segmentation/positioning, brand loyalty, persuasion process, and promotion.