MKT 124 - Consumer Behavior

Semester Hours: 3

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.

View Course Offering(s):

Summer I 2025

Summer II 2025

Summer III 2025

Fall 2025