Advanced Topics in Consumer Behavior

3 credits · Graduate

The study of consumer research attempts to explain and predict how humans think and behave in consumption situations. Beyond its business management implementation, a deep understanding of consumer behaviour is critical knowledge for making many, if not all, social changes and can be applied to many research areas, such as public health, economics, policy making, and community development. Built on studies from marketing, psychology and economics literature, this course systematically introduces students to advanced consumer behaviour theories. This course provides students with a comprehensive and in-depth understanding of current conceptual and methodological development in the field of consumer research. Specifically anchored to the agri-food sector and applicable to broader consumption behaviors, the discussions include food-related attitudes, motivations, values, and preferences, as well as issues related to healthy eating and food business ethics. FORMATS: Lecture