Credits: 3 credits
Students examine the psychological, social and cultural theories and concepts that provide insight into consumer behaviour and then apply these principles to different consumer decision-making contexts. Topics include defining consumer behaviour and consumer behaviour research and examining how perception, learning and memory, motivation and affect, self-perception, personality, life-style, values, attitude, group influences, income, social class, family structure, subcultures, and culture affect consumer decision making.
Prerequisite: MKTG 2430 (minimum C-) or equivalent
Note: Students cannot receive credit for more than one of MKTG 3470, MKTG 3471, TMGT 4130, BBUS 3470 or BBUS 3471
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