Objective:
The course objective is for students to understand and analyze the psychological, economic and behavior elements that influence consumers' purchasing behavior and financial decision-making.
Learning Outcomes:
- illustrate the stages of the consumer decision-making process
- illustrate how consumer behavior affects the marketing process
- compare and contrast the different psychological processes that influence consumer behavior
- illustrate how marketers apply behavioral theories to influence consumers
- evaluate the effects of economics on consumer behavior
- analyze the effects of heuristics on the behavior of consumers
- compare and contrast research methodologies used to analyze consumers and their behaviors
General Topics:
- Consumer behavior fundamentals
the buying behavior of a consumer
microeconomics
behavioral economics and heuristics in consumer behavior
experiential consumption and financial decision-making
- Price psychology and customer satisfaction
market research pertaining to consumer behavior
factors that influence consumer behavior