Consumer Behaviour

3 credits · Undergraduate

(3 hrs Lecture) This course introduces students to concepts and theories that explain a variety of processes involved when consumers (or groups) select, purchase, use and/or dispose of products and services. Topics include the consumer decision-purchase process, perception, memory and learning, motivation, self-concept, personality, reference groups, and attitude formation and change. Students learn how to analyze and interpret marketing phenomena such as retail image/environment and persuasion in marketing communications. Requisite Courses: BUS-2210(3) with a minimum grade of C+ [prerequisite(s)]; and students must have met their university writing requirement with a minimum grade of C+ (or exemption) [prerequisite(s)].