MKT 431: Consumer Behavior

Pre-reqs: MKT 311 (or MKT 211), MKT 330 & MKT 331 Sr. Standing, Marketing Majors or Minors Only

A study of consumer decision processes as a series of activities related to the purchase and consumption of goods. Emphasis is given to contemporary thought on the consumer problem-solving process, namely problem recognition, search, evaluation, commitment and post-purchase behavior.