CONSUMER BEHAVIOUR (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: define the foundations of consumer behaviour; discover the internal influences on consumer behaviour; apply consumer attitudes in choosing and using products; discover the social factors of consumer behaviour.

Topics:

1. Final Project Presentation;
2. Buying, Having, and Being: An Introduction to Consumer Behavior;
3. Consumer and Well-Being + Final Project Brief;
4. Perception;
5. Learning, Memory, Motivation, and Affect;
6. The Self: Mind, Gender, and Body;
7. Personality, Lifestyle, and Values;
8. Attitudes and Persuasive Communications;
9. Decision Making;
10. Buying, Using, and Disposing;
11. Group Influences and Social Media;
12. Income and Social Class;
13. Subcultures and Culture.