This course is concerned with understanding the psychology of consumer behaviors by focusing on the factors that affect the consumers' pre-purchase, purchase, and post-purchase processes. An in-depth analysis of the components of the consumer decision making process is presented in order to illustrate and integrate theoretical and empirical knowledge from a variety of perspectives. Emphasis is placed upon the evaluation of the relevance of such data and the application of what is learned in the classroom to the solution of real world marketing problems.
Prerequisites: BUS 310 or BUS 335 and MATH 160. All prerequisite courses must be C- or higher.