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Oct 04, 2024
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MKT 533 - Advanced Consumer Behavior. (Formerly MGT 533). MKT 531 and graduate standing. (3).
Focus on transition from an economics-driven, rational understanding of behavior towards a more psychosocial understanding, including the role of affect (feelings) and how they modify consumer rationales, with input from various disciplines including economics, psychology, sociology and neuroscience. Managerial application in product-related industries with the objective of understanding how consumers choose and use products and modifying marketing plans to better suit decision processes.
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