Division of Applied Undergraduate Studies

Consumer Behavior

Consumer Behavior focuses on the study of psychological, sociological, economic and other dimensions influencing consumer behavior and how these factors are used to develop marketing strategies. Students will learn how and why consumers behave by examining how they use products to define themselves and how this self-definition affects attention and perception, motivation to buy, memory for brands, product and advertising awareness, brand attitudes, product judgment and choice, customer satisfaction and brand loyalty. In uncovering answers to these questions, students will develop a deep understanding of the psychological basis of consumer behavior within its self-defining context, while developing a customer analysis `toolbox? for making informed decisions about marketing strategy based on how consumers use products to create, define and enhance their self-identities.