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Mar 13, 2025
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BUS 4690 - Consumer Behavior3 lecture hours 0 lab hours 3 credits
Course Description
Why do you buy a specific brand? Have you ever wondered why consumers buy certain products and not others? This course provides a detailed understanding of how marketers create value for customers, what motivates shoppers to buy, how consumers process information and make decisions. Cross-cultural influences on consumer behavior and persuasive marketing strategies that impact consumer choice will be discussed. (prereq: BUS 2660 ) (quarter system prereq: BA 2661)
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Develop an understanding of consumer motivations and decision processes and apply to marketing strategies
- Apply theories of persuasion to influence consumer behavior
- Evaluate and apply ethical standards to marketing messages across media
- Analyze consumer behavior to identify ways to improve marketing communication
Prerequisites by Topic
Course Topics
- Consumer behavior: aspects and overview
- Motivation and opportunity
- Attitudes and consumer behavior
- Consumer decision-making
- Diversity and demographics
- Psychographics, personality, and lifestyle
- Innovation, resistance, diffusion
- Symbolic behavior, ethics, and social responsibility
- Psychology of consumer behavior
- Perception, memory, and knowledge
- Society and consumer behavior
- Social influences
Coordinator
Dr. Michael Payne
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