Consumer Behavior

MBA 755  •  1.5 Credits  •  7 Weeks  •  Typically Offered: Summer

Although everyone is a consumer, we all make different purchasing decisions. In fact, depending upon the situation, your own decision for the same type of purchase may be different at times. How do we make sense of consumer decision making when there are so many variables to consider? More specifically, how are we, as managers, to create a sound marketing plan given consumer diversity and decision making?

This class will help you to understand how and why consumers behave as they do. We will delve into our own attitudes, motivations and purchase behavior to derive insight. We will learn about the pervasive consumer behavior theories developed primarily in marketing and psychology. Using these theories, we will attempt to predict how consumers (both in B2C and in B2B settings) will respond to a variety of marketing activities.