MKTG 771 - Advanced Consumer Behavior

3 cr

Description This course will familiarize students with recent theoretical and methodological advancements in the field of consumer research. The course includes an analysis of psychological, sociological, social psychological, and cultural forces that influence household and industrial buying behavior. Emphasis is placed on examination of research related to these influencing forces, practical applications of research findings, and on the analysis of comprehensive models of consumer behavior.

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