Consumer Psychology And Research –

psy322

(3 credits)

This course focuses on consumer behavior and marketing research.  Topics include the cognitive processes underlying consumer choice, descriptive consumer characteristics, and environmental consumer behavior.  This course emphasizes the implications of consumer behavior on domestic and global marketing communications.
This undergraduate-level course is 5 weeks. This course is available as part of a degree or certificate program. To enroll, speak with an Enrollment Advisor.

Consumer Demographics and Psychographics

  • Define consumer psychology. 
  • Explain the relationship between consumer psychology and marketing communications. 

Consumer Needs, Perceptions, and Attitudes

  • Conduct marketing research on consumers, using secondary sources.
  • Explain the effect of consumer needs, perceptions, and attitudes on  designing marketing communications.

Environmental Influences on Consumer Behavior

  • Identify psychological and social factors that influence consumer behavior.
  • Examine external environmental influences of consumer behavior.

Influence of Consumers on other Consumers

  • Analyze the effect of social and cultural settings on consumer behavior.
  • Identify consumer differences in the interpretation of marketing messages.
  • Explain the relationship between consumer traits on consumer behavior.

Domestic and Global Consumer Behavior

  • Evaluate the implications of cross-cultural consumer behavior for the marketing mix.
  • Identify global issues that affect consumer behavior.

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