MKT 14 - Consumer Motivation and Behavior

Institution:

Long Island University-C W Post Campus

Subject:

Description:

Consumer behavior is a field of study that aims to understand decision-making processes that consumers undertake when they identify the needs of, search for, evaluate, purchase, use, and dispose of products or services. Specifically, in the context of stimuli-response modeling framework, this course covers what sequences of decision-making processes that consumers go through, how individual differences in terms of social, cultural, economic, personal, and psychological factors affect their decision-making processes, and how consumers respond to marketing stimuli such as advertising campaigns or price discounts. The knowledge of consumer behavior is expected to help marketing managers develop more effective marketing plans. Prerequisite of MKT 11 is required.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.liu.edu

Phone Number:

(516) 299-2900

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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