MAR 5506 Consumer Choice and Behavior

Successful marketing strategies must be built around a good understanding of consumers. Even the most intricate marketing strategy may prove futile if it ignores fundamental facts about how people perceive and process information, make decisions, and form attitudes. Using lectures, examples, and discussions, this course will build upon research in psychology, marketing, and other social sciences to help you understand why consumers act as they do. As we learn how to characterize and predict consumer behavior, we will discuss implications for designing and implementing marketing strategies. This course will focus heavily on the research process. We will not only examine what is known about consumer behavior, but also how researchers have arrived at these conclusions. This process will help you better understand the topics we cover and will leave you better prepared to critically evaluate (and perhaps conduct) consumer research in the future.

Credits

3