Aug 18, 2022  
Mercy College 2020-2021 Graduate Catalog 
    
Mercy College 2020-2021 Graduate Catalog [ARCHIVED CATALOG]

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MKTG 705 - Consumer Behavior


Credit(s): 3
Prerequisite(s): MBAA 602 
The multidisciplinary approach to understanding consumer behavior in the marketplace, integrating the contributions of anthropology, psychology, sociology and economics. Reviews the role of the behavioral sciences in marketing in such areas as determination of product choice, brand loyalty and switching, and company loyalty policies. Topics include: learning theory motivation, diffusion of innovation, reference group theory, role-playing, perception and attitude formation. Managerial implications will be examined using case studies.



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