BUSA 344 Consumer Behavior
This course is an examination of contemporary theory and research in consumer behavior. We will study how consumers think, feel, and interact with retail spaces, goods, services, brands, and ideas. In other words, we will investigate the whys and hows of consumer judgment and preference formation and decision-making in a marketplace context. More specifically, we will consider how both micro (individual level) and macro (external, cultural, etc.) forces influence consumer behavior and explore the symbiotic relationship between consumer behavior and marketing strategy. To address these diverse issues and concerns, we will draw readings from economics, psychology, sociology, anthropology and other basic disciplines.