MKT 533 - Advanced Consumer Behavior

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. Graded ABCDE