Students examine the psychological, social and cultural theories and concepts that provide insight into consumer behaviour and then apply these principles to different consumer decision-making contexts. Topics include defining consumer behaviour and consumer behaviour research and examining how perception, learning and memory, motivation and affect, self-perception, personality, life-style, values, attitude, group influences, income, social class, family structure, subcultures, and culture affect consumer decision making. Prerequisite: MKTG 2430 (minimum C-) or equivalent Note: Students cannot receive credit for more than one of MKTG 3470, MKTG 3471, TMGT 4130, BBUS 3470 or BBUS 3471
Students examine the psychological, social and cultural theories and concepts that provide insight into consumer behaviour and then apply these principles to different consumer decision-making contexts. Topics include defining consumer behaviour and consumer behaviour research and examining how perception, learning and memory, motivation and affect, self-perception, personality, life-style, values, attitude, group influences, income, social class, family structure, subcultures, and culture affect consumer decision making. Prerequisite: MKTG 2430 (minimum C-) or equivalent Note: Students cannot receive credit for more than one of MKTG 3470, MKTG 3471, TMGT 4130, BBUS 3470 or BBUS 3471
