Description
The multidisciplinary approach to understanding consumer behavior in the marketplace, integrating the contributions of anthropology, psychology, sociology and economics. Reviews the role of the behavioral sciences in marketing in such areas as determination of product choice, brand loyalty and switching, and company loyalty policies. Topics include: learning theory motivation, diffusion of innovation, reference group theory, role-playing, perception and attitude formation. Managerial implications will be examined using case studies.
Instruction Modes
In-Person On-Campus
Grade Modes
Pass/Fail (P), Standard (S)
Department(s)
College/School
School of Business
Start Term
Fall 2022 Semester
Free Form Requirements
Prerequisite(s): course