293 Consumer Behavior

Consumers and customers (current consumers/customers and prospects) are the focus of all marketing activity. Starting with this simple proposition, this course examines a wide range of behavioral science concepts and their application to marketing situations,the cognitive, affective, and behavioral responses of consumers to products and services, and to the marketing of those products and services. Significant attention will be paid to how B2C consumers and B2B customers make decisions, and how marketers can influence those decisions.

Changes in consumer behavior in the internet age will be addressed.