MKTG 6140 3.00
Anticipating consumer response is at the heart of marketing strategy. Consumer theory provides a broad framework for effectively designing marketing research that speaks to strategy, as well as identifying key consumer insights in data interpretation. This course examines contemporary theories and research concerning common forms of consumer behaviour, and uses these concepts to provide practical insights into all aspects of the marketing mix. The topics relate to many different elements of the consumer behaviour process, including: perception, motivation, memory, self-concept, attitude judgment, choice, post-purchase responses, and consumer culture. Measurement, testing, and interpretation of consumer responses are emphasized throughout.