MARK 6302. CONSUMER BEHAVIOR I. 3 Hours.
Study of current thought and research underlying individual and group marketplace behavior. Theories from the behavioral sciences are applied to consumer behavior from descriptive, predictive and normative perspectives. Topics include consumer knowledge, attitude theory, persuasion, affect, and social influence. The course draws from the literature in marketing, psychology, and behavioral economics. The course will enable students to conceptualize, operationalize, and develop research ideas.