ENT 345E - Consumer Behavior

Course Objectives

1. Understanding the consumer in its environmental and cultural context of consumption.
2. Understanding social class, status, family and household influences.
3. Learning consumer decision processes and behaviour.
4. Research on diffusion of innovations.
5. Examining the relationship between consumption and ethical responsibility.

Course Description

Understanding the Consumer. Environmental Influences, The cultural Context of Consumption, Social Class and Status, Family and Household Influences, Situational Influences, Individual Differences, Motivation, Knowledge, Attitudes, Personality, Values and Lifestyle, Psychological Processes, Information Processing, Learning, Consumer Decision Processes and Behavior, Retailing, Demographic Analysis of Consumer Trends, Diffusion of Innovations, Ethical Responsibilities.