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MARK 624

Consumer Behavior

3 units

Winter 2026

Topics

  • Class Introduction
  • Introduction to Consumer Behaviour
  • Perception
  • Learning and Memory Learning and Memory
  • Motivation and Affect
  • The Consumer Self
  • Personality, Lifestyles, and Values
  • Attitudes
  • Communications
  • class
  • Individual Decision Making
  • Buying and Disposing
  • Group Influence and Social Media
  • Consumer Behaviour
  • Group Presentations 1-2-3
  • Group Presentations 4-5-6
  • Group Presentations 7-8-9
  • Learning and Memory
  • Attitude Change and Interactive Communications
  • Income and Social Class

Readings

  • Babin, Barry J., Eric G. Harris, Kyle B. Murray, and Sarah G. Moore (2023), Consumer Behavior (3rd Canadian edition), Toronto, ON: Cengage Learning
    unspecified
  • Solomon, Michael R., Kelley J. Main, Katherine White, and Darren W. Dahl, Bonnie Simpson (2024), Consumer Behavior: Buying, Having, Being (9th Canadian Edition), Toronto, ON: Pearson Canada
    unspecified
Winter 2024

Topics

  • Class Introduction
  • Introduction to Consumer Behaviour
  • Perception
  • Learning and Memory
  • Learning and Memory Motivation and Affect
  • Motivation and Affect
  • The Consumer Self
  • Personality, Lifestyles, and Values
  • Communications Group Project Company Choice due – No
  • class
  • Attitudes Attitudes
  • Communications Attitude Change and Interactive
  • Communications
  • Individual Decision Making
  • Buying and Disposing
  • Group Influence and Social Media
  • Income, Social Class and Family Structure
  • Consumer Behaviour
  • The Creation and Diffusion of Culture
  • Group Presentations 1-2

Readings

  • Babin, Barry J., Eric G. Harris, Kyle B. Murray, and Sarah G. Moore (2023), Consumer Behavior (3rd Canadian edition), Toronto, ON: Cengage Learning
    unspecified
  • Solomon, Michael R., Kelley J. Main, Katherine White, and Darren W. Dahl (2021), Consumer Behavior: Buying, Having, Being (8th Canadian Edition), Toronto, ON: Pearson Canada
    unspecified
Sources