MKTG 705 - Consumer Behavior

Credit(s): 3
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.