BUS 626 - Consumer Psychology and Buying Motivations

3 Credits

An essential part of marketing is understanding the consumer and the deliberate and imprudent motivations that drive their behavior. The drivers that engage consumers to act upon or make certain buying decisions, allows the marketing executive to target the right customer for acquisition and retention. These drivers provide marketers with a better understanding of consumers' needs and wants on a deeper, psychosomatic level. Beyond an overview of consumer behavior, this course will take a systemic look at the factors that stimulate consumer perception, judgment, and actions, while also exploring social and cultural influences. Finally, the course will examine ethical marketing and social responsibility and their impact a consumer's decision to utilize products or services.