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MARK 615 - Survey of Consumer Behavior Research

3 credit hours

This PhD seminar introduces students to research that seeks to improve understanding of individuals in their roles as buyers, users, and evaluators of goods and services. Topics emphasized include buyer motivation, personality, attitude formation and change, information processing, choice, decision making, consumption, post-purchase behaviors, and socialization. Will help students to develop a critical understanding of (1) core areas of research within the consumer behavior domain, and (2) important research design and data analysis considerations when conducting such research.

  • Minimum student level – graduate. PhD students only with instructor's consent.
  • Consent of instructor.