CONSUMER BEHAVIOR 2

概要

Developing effective marketing strategies, it is highly valuable for marketers to understand consumer behavior. How do consumers recognize, evaluate, and respond to marketing stimuli such as advertising, campaign, and new products? In this course, students will study a variety of social psychological theories that describe the features of consumers’ cognition and behavior. Specifically, “Consumer Behavior 1” addresses topics on individual processes in consumer behavior such as decision making, attitude formation, memory, and the role of emotions, whereas “Consumer Behavior 2” focuses on more social-oriented aspects of consumer behavior, including the normative influence of social groups, consumer diversity in lifestyle and culture, and responses to prosocial marketing practices. Please note that, depending on the students' progress, some topics may be changed or dropped.

目標

By the end of this course, students will develop a deep expertise in consumer behavior.

授業外の学習

A basic knowledge of marketing is necessary for a deeper understanding of this course. Students who have never studied marketing before are strongly advised to read a basic marketing textbook before starting this course. In addition, all students are required to read the related pages of the consumer behavior textbook every week. The time required for pre-reading should be about 3 hours.

所要時間: 190 minutes