MK 152 Consumer Behavior (Fall: 3)

Prerequisite: MK 021
This course integrates marketing theory with insights from psychology, anthropology, and other social science disciplines. It analyzes consumer processes such as perception, learning, attitude formation, and decision making. These variables are broadly relevant to marketing challenges, given that the success of products and brands depends on their appeal to consumers. Discussion topics range from art and aesthetics to crisis behavior to new product development.
Henrik Hagtvedt

Last Updated: 13-MAR-13