This course focuses on concepts, principles and theories drawn from marketing and related social science disciplines that are relevant to the prediction and explanation of individual, group and environmental influences on consumption behavior. Beyond understanding how consumption behavior is manifested in all of the forms, students are exposed to a managerial decision-making perspective by examining how target market and positioning strategies can be used to influence consumer cognitions, feelings, attitudes, and behavior.
Understanding the consumer is important at all stages of the marketing process, from product development to customer satisfaction. The objective of this course is to familiarize students with key elements that influence consumer behavior. On completion of this course, students will acquire a general understanding of: the marketing concept and segmentation; consumer information processing; consumer motivation; personality and consumer behavior; issues affecting attitude change; consumer decision making; post purchase behavior; situational and group influences on consumer behavior; the impact of culture on consumer behavior; international marketing and consumer behavior; and public policy issues in consumer behavior.
3 lecture hours per week, one term.
- Instructor: HEJUN ZHUANG