This class will help you understand why consumers behave as they do. Using consumer behavior theories and our own purchase practices, we will attempt to predict how consumers will respond to a variety of marketing activities.
Download Sample Syllabus
The syllabus linked here is a sample only and dates and materials listed in it may vary from your actual class. Classes open one week prior to the official start date.
Current & Upcoming Offerings
Summer 2026
Section: 840
Dates: 07/06/2026 - 08/23/2026
Instructor(s):
Books/Materials:
- Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing (by Leach • Published by Lion Crest • ISBN: 978-1544512402)
- Invisible Influence: The Hidden Forces that Shape Behavior (by Berger • Published by Simon & Schuster • n/a Edition • ISBN: 978-1476759739)
- See note below for further course material information.
Notes:
Required Harvard Business Impact Course Pack - the course pack link will be made available as we approach the course launch.