Consumer Behavior

Derzeit nur in Englisch verfügbar
Niosi, Andrea. (2021). Introduction to consumer behaviour. BCcampus. https://opentextbc.ca/introconsumerbehaviour/.

Derzeit nur in Englisch verfügbar
This course is designed as an introduction to the field of consumer behavior. The expectation is that at the end of the course, you will be able to distinguish and illustrate the issues that underlie consumer decisions, the variables that influence these decisions, and how they affect marketing. Additionally, you will be exposed to research in consumer behavior and the social sciences on which the study of consumer behavior is based. In doing so, you will become adept at drawing conclusions and implications relevant to marketing strategy.

Derzeit nur in Englisch verfügbar
The class will be a mix of lectures and discussions. I will assume that you have covered the material prior to class and made a real effort to understand it. I will typically seek to build on the assigned readings. The text chapters will be used for class discussion and will appear on the exams. Extensive class participation will add to your learning. All students are expected to be able to participate fully in class discussions.