Prerequisite: MKTG 301 or equivalent; and business administration major or permission of Associate Dean for Faculty. This course examines the contributions of behavioral sciences toward understanding and predicting consumer behavior, especially as it pertains to the decision-making process. It is vital for marketers and managers to understand why different people make different decisions in the same circumstances in order to better serve them. This course looks at the empirical evidence from a variety of sources on why various segments behave as they do.
Fall 2019, Spring 2019, Fall 2018, Spring 2018, Fall 2017