Consumer Decision-Making: A Marketing Perspective

3 credits · Undergraduate

(3 hrs Lecture) This course moves beyond fundamentals of marketing, delving deeper into consumer decision-making. Using a series of readings from the Journal of Consumer Research, and other leading journals in marketing, this course examines factors (i.e., mood, level of arousal, retail atmosphere variables) that influence consumer decision-making. Furthermore, students apply the research findings to help create public policy implications for a number of relevant groups in society including consumers, marketers and businesses. Students utilize the research of relevant groups in society including consumers, marketers and businesses. Students utilize the research findings to help create a framework for understanding the thought processes underlying consumers' decisions. Requisite Courses: BUS-3240(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)].