MKT 360 : Consumer Behavior

Prerequisites: MKT 450

This course introduces the reasons behind the ways consumers act in a marketplace. It probes the psyche of consumers around the world as it explores their diverse experiences with buying, having, and being. Topics covered in the course include attitudes and beliefs, perception, interpretation, learning, personality, communication, cultural values, norms, and cultural diversity and influence. Other topics such as the attitude change, individual decision-making, group influence and opinion leadership, buying and disposing, organizational and household decision-making, and income and social classes are also discussed in this course.