MKT 124 - Consumer BehaviorSemester Hours: 3
Fall, Spring
Examination, analysis, and application of theories and concepts from disciplines such as, psychology, sociology, anthropology, and economics in the study of consumers. Explores consumer issues concerning the acquisition and consumption, and disposition of goods, services and ideas, including from a cross-cultural perspective. Topics include how consumers think, feel, reason, and make decisions (e.g., brands, products, and retailers); how they are influenced by both internal factors (e.g., perception, learning, attitudes, motivation) and environmental factors (e.g., culture, family, media); and how technology (e.g., wearable devices, AI, IoT, metaverse) impacts consumer behavior (choice, adoption, lifestyles) and consumer research. Perspectives of the marketer, consumer, and public policy maker are examined.
Prerequisite(s)/Course Notes:
MKT 101 and junior class standing or above.
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