MARKETNG 797 - Consumer Behavior
Understanding our consumers—or ourselves, as consumers—is no easy task. Perhaps its difficulty is best reflected in the number of new product introductions that fail each year. Yet, a solid understanding of cognitive and social psychology can offer insight beyond business acumen and help guide a plethora of business decisions. In the domain of consumer behavior (CB), marketers investigate how psychological phenomena structure purchase and consumption. In this course, students will be exposed to a selected range of CB topics. In the past, the audience for this course has been broad, including students from business, as well as law, government studies, public health and policy, and environmental engineering.