|
Consumer Science is the consumer side of marketing, focusing on what makes consumers want to buy and on
strategies available to marketers to encourage consumption.
Course Topics Include:
- Introduction
- Consumer Behavior and Marketing Strategy
- External Influences
- Cross-Cultural Variations in Consumer Behavior
- Changing American Society: Values
- Changing American Society: Demographics and Social Stratification
- Changing American Society: Subcultures
- American Society: Families and Households
- Group Influences on Consumer Behavior
- Internal Influences
- Perception
- Learning, Memory, and Product Positioning
- Motivation, Personality, and Emotion
- Attitudes and Influencing Attitudes
- Self-Concept and Lifestyle
- Consumer Decision Process
- Situational Influences
- Information Search
- Alternative Evaluation and Selection
- Outlet Selection and Purchase
- Postpurchase Processes, Customer Satisfaction and Commitment
- Organizations as Consumers
- Organizational Buyer Behavior
- Consumer Behavior and Marketing Regulation
- Marketing Regulation and Consumer Behavior
|