CBMA 410 Consumer Behavior

This course examines the basic theories, concepts, and findings in understanding the behavior of consumers in the marketplace. The course is focused on understanding the cognitive and emotional factors that govern consumer decision making. The course draws substantially on real-world marketing stimuli to illustrate how the success (or failure) of marketing strategies depends on the close correspondence to (or violation of) principles of consumer behavior.

co-rec: CBMA 301.