BUS-3830A: The Psychology of Consumer Behavior: Why We Buy

This course analyzes the psychological, sociological, and cultural variables that influence buying behavior. The focus is on how marketing strategies and the communication process impact the ways in which consumers perceive, select, and make purchases. Issues such as behavioral approaches to segmentation, social influence, the diffusion of innovation, learning, motivation, perception, attitudes, and decision making are explored.
Min. Credits: 3.0 Max Credits: 4.0
Credit Basis: Quarter credit
Location(s): Antioch Univ Los Angeles
Method(s): Classroom
Course Type Liberal & Disciplinary Studies