The Consumer Behavior course explores how psychological, social, cultural, and personal factors shape the way individuals make purchasing decisions. Using Consumer Behavior, 8th Edition by Wayne D. Hoyer, Deborah J. MacInnis, and Rik Pieters, students will examine motivation, perception, memory, attitudes, decision-making, and post-purchase behavior. The course also highlights the impact of social class, diversity, culture, values, and lifestyle on consumer preferences and brand choices.

Students will analyze how consumers process information, evaluate alternatives, and form attitudes toward products and services. Case studies and applied exercises connect theory to practice, showing how consumer insights inform strategies for segmentation, targeting, positioning, and marketing campaign design. Ethical and societal considerations, including consumer rights, diversity, and social responsibility, are also addressed.

Designed for marketing, business, and related disciplines, the course equips students with tools to interpret consumer behavior and apply findings to real-world marketing challenges. By the end of the course, learners will be able to develop effective strategies that anticipate consumer needs, foster brand loyalty, and create value in competitive markets.