BUS 204 Consumer Behavior
A study of such consumer functions as decision making, attitude formation and change, cognition, perception, and learning. The marketing concepts of product positioning, segmentation, brand loyalty, shopping preference, and diffusion of innovations are considered in context with the environmental, ethical, multicultural, and social influences on an increasingly diverse American consumer. In addition, current research is covered on what makes people happy and fulfilled, the strategies marketers develop to attain these, and how marketing strategies can be improved. Implications for advertising, sales, and new products are discussed.