Understanding consumers' psychology and behavior is essential for effective strategy formulation and business success. This course delves into the psychological, social, cultural, and individual factors that influence how people or groups select, purchase, use, and dispose of products, services, and experiences. Students will explore core consumer behavior theories—such as decision-making, persuasion, motivation, personality, perception, consumer protection, and the effect of technology on consumer behavior—while simultaneously learning practical market research and data analysis techniques to collect and interpret consumer data. Ultimately, students will learn how to integrate consumer behavior theories and data-driven insights to inform and execute strategic marketing decisions, including effective segmentation, branding, pricing, advertising, selling, and positioning.
Students cannot receive credit for both MKT 2640 and MKT 3650.