MBA 534 - Buyer Behavior Credits: 3

Primary goal is to enhance student’s understanding of customer behavior and ultimate goal is for student to develop effective marketing techniques. Includes consumer psychology as well as its relevance for marketing researchers and managers. Presents a comprehensive, systematic, and conceptual framework for understanding people as consumers and organizational buyers. Makes heavy use of models from psychology and social psychology. Topics such as demographics, lifestyle, information processing, motivation, social influence, brand loyalty, attitude measurement and change, and decision-making are studied. Other topics may include cross-cultural differences in customer behavior, ethics, and the impact of technology on customer behavior.