MKT 230 Consumer Behavior

3 Semester Units

Consumer Behavior focuses on the examination and application of consumer behavior principles to the development and implementation of marketing strategies. The text explains how "new media" (e.g., the expansive internet, enhanced cell phones, specialized search engines, E-commerce-oriented websites, and TiVo-like devices) has greatly influenced the marketer's ability to more precisely track and understand consumer behavior. Substantial attention is given to consumer online behavior, and the importance and power of the internet and other digital technologies in facilitationg consumer communications, as well as their ability to purchase products online.

Course Objectives

Upon successful completion of this course, students will be able to:

• Understand the psychological foundations of consumer behavior.
• Apply the mechanisms of influence that are most likely to lead consumers to change their attitudes, their beliefs, and, most importantly, their actions.
• Analyze how products and commercial messages often appeal to our senses.
• Understand how consumers learn about products and services.