The purpose of this course is to study the process of consumer decision-making and its determinants, and the resulting implications for marketing strategy. Concepts and theories covered in this course are essential for consumer analysis and the development of effective marketing strategies. A strategic orientation will permeate most facets of this course. At the same time, knowledge of consumer behavior requires an understanding of important theoretical concepts borrowed from fields such as social psychology, consumer psychology, and experimental psychology.

CILO-1: Attain a thorough understanding of the mental processes that guide consumers’ perceptions, attitudes, memory, and choices. CILO-2: Analyze how these processes might differ as a consequence of social, cultural and group influences. CILO-3: Apply this knowledge to generate effective marketing tactics and public policies. CILO-4: Attain a broad understanding of experimental-based marketing research procedures. CILO-5: Work productively as part of a team, and in particular, communicate and present information effectively in written and verbal formats in a collaborative environment.