MRKT 466 Consumer Behavior and Consumption

Comprehensive study of behavioral models and concepts designed to help understand, evaluate, and predict consumer behavior. Deepens a student's knowledge about consumer psychology and applies the knowledge from the perspective of a marketing manager. Stresses analytical thinking about consumer psychology and prediction of how marketing tactics may influence demand for products and services. The student will explore how perceptions, learning, memory, personality,and attitudes influence consumption behavior, how consumption changes during one's life cycle, and how powerful cultural and subcultural influences are on consumers. Prerequisite: MRKT 301 - Principles of Marketing. Offered on demand.