MKTG 6770 - Consumer Behavior

This course examines how insights from research in behavioral economics, judgment and decision making, and social psychology can enable businesses to develop more effective and targeted marketing strategies. Central themes include a detailed analysis of how humans form preferences and beliefs as well as how a variety of motives and situational forces can affect consumer choices and evaluations. Combined, these topics have important implications for consumer-directed marketing. Students will gain an understanding of core concepts from behavioral science and will also gain experience in applying these ideas toward addressing marketing problems.