Undergraduate Catalog 2016-2017
MKT 310 Consumer Behavior
4 hours; 4 credits
The study of consumer behavior from a theoretical and practical standpoint. The course seeks to understand the role of the behavioral sciences (e.g., anthropology, sociology, psychology) in buying behavior and to integrate the theoretical world of the behavioral sciences with the practical world of marketing. Social, interpersonal, and mediating influences are examined and evaluated as a basis for marketing decisions.
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