BUS 301 - Consumer Behavior (3)

An emphasis on the application of behavioral science theories, concepts, methods, and research findings to the understanding and prediction of consumer behavior as the basis of decision-making by marketing managers. Upon successful completion of this course, students will be able to 1) understand the concept of consumer behavior from the perspectives of buying, using and disposing; 2) study, practice and analyze various models of consumer decision making; 3) evaluate methods of manipulating the environment in an effort to cause consumer behavior; 4) learn how human needs, motives, personality, attitudes and other internal factors impact consumer behavior; 5) practice models of consumer learning; and 6) explore how family, culture and subculture impact consumer behavior.
Prerequisite: BUS 251
(PSY 117 is recommended)