MK 152 Consumer Behavior (Spring: 3)

Prerequisite: MK 021
This course is designed to integrate the disciplines of psychology, anthropology, and sociology with marketing to explain, understand, and predict consumer decisions. This is achieved by exploring both the theoretical and practical implications of (1) individual behavioral variables such as motivation, learning, perception, personality, and attitudes, (2) group influences such as family, culture, social class, and reference group behavior, and (3) consumer decision processes such as cognitive dissonance, brand loyalty, and new product adoption, and risk reduction.
Elizabeth Miller

Last Updated: 28-JAN-09