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May 18, 2024
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MKT 328 - Consumer Behavior Upper Division
Prerequisites MKT 301
This course begins by looking at the consumer on an individual level, through an examination of the intrapsychic components of consumer behavior. These include consumer perceptions, memory, motivation/values, attitudes and the individual decision-making process. It then moves on to address the interdependent aspects of consumer behavior by examining its social and cultural context, including: the influence of group members on decision making, differences between subcultures within North America, and the nature and importance of cultural differences in consumer behavior around the world. In addition to a discussion of the basic principles of consumer behavior, emphasis will also be placed on critical evaluation of the supportive evidence, and the research methods used to investigate consumer behavior.
Repeatable No
Additional Notes Previous course number: BUSAD 128
Course credits: 4
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