Skip to Main Content Skip to bottom Skip to Chat, Email, Text
"Degrees & Programs"


Consumer Behavior


Total credits


Course length

Please Note: Attendance and participation are mandatory in all University courses, and specific requirements may differ by course. If attendance requirements are not met, a student may be removed from the course. Please review the Course Attendance Policy in the Catalog for more information.

University of Phoenix reserves the right to modify courses. While widely available, not all programs are available to residents of all states. Please check with a University Enrollment Representative.

Course level: Graduate

This course prepares students to apply buyer behavior theories in the marketplace. Students evaluate how demographic, psychological, and socio-cultural issues contribute to buyer behavior. Topics include consumer preference, brand perception, attitude formation, persuasion, motivation, and consumer protection.


This graduate level course requires proof of completion of a Bachelor's degree. Be prepared to provide documentation during the checkout process.

What you'll learn

Course skills and outcomes

Week 1

  • Describe the relationship between consumer behavior concepts and marketing strategies.
  • Identify elements of consumer analysis.
  • Explain how knowledge structures influence consumer decision-making processes.

Week 2

  • Analyze attitudes and intentions that affect consumer decision-making and buying behavior
  • Explain psychological and sociological principles used to persuade, incentivize, and attract various types of consumers.

Week 3

  • Assess the effectiveness of marketing strategies that are designed to influence consumer behavior.
  • Compare and contrast how conditioning and vicarious learning influence consumer behavior.

Week 4

  • Analyze environmental factors that influence consumer behavior.
  • Evaluate how cultural differences influence marketing strategies.
  • Explain how subcultures and reference groups influence the decisions of consumers.
  • Explain the importance of including a cultural analysis within a marketing plan.

Week 5

  • Formulate how consumer-product relationships and branding influence consumer decision making.
  • Explain the nature and importance of product positioning.
  • Develop and integrate promotional strategies within a marketing plan.

Week 6

  • Identify issues in consumer protection.
  • Evaluate potential ethical issues within a marketing strategy.


Why take courses at University of Phoenix

Accreditation that matters

We’ve been accredited by the Higher Learning Commission ( for more than 40 years.

Real-world instructors

Learn from instructors who bring an average of 25 years of working experience to the classroom.

Affordable and potentially reimbursable

Our tuition and fees are competitive and fixed. Also, check to see if your employer will cover you for this course.

Next Steps

Start a conversation about your future with an enrollment representative today.

Start a conversation about your future with an enrollment representative today.

Call (844) 937-8679

Transfer Credits

Credit Transfer

Credit Transfer

Need to transfer credits to another college or university?

Before you enroll in a course, check with your school of choice to make sure they will accept our transfer credits and to understand any requirements or limitations. Then you can complete your course, and request your official transcript be sent to your school. That’s it!

How to request your transcripts