This course introduces students to the principles of consumer behavior. Students explore how perceptions, learning, memory, personality, and attitudes influence consumption behavior. They learn how consumption changes during one’s life cycle and how powerful cultural and sub-cultural factors influence consumers. Applications of theories in case analyses are employed throughout the course.

Course Objective.

This course aims to help students assess the internal and external influences on consumer behavior and how this knowledge could assist marketing managers in developing consumer-driven marketing strategies.