Behavioral Research in Marketing II: Consumer Behavior

3 credits · GSB

This PhD seminar provides coverage of the major research carried out in consumer research both in marketing and psychology. A vast set of topics will be covered including attention, perception, emotion, attitude, motivation, and consumer decision processes. The course will help students hone their ability to conceptualize, operationalize, develop, and evaluate research ideas and will provide a grasp of what it takes to be a successful academic in the field of consumer behavior.