Course Catalog and Schedule

Psychological Theory in Consumer Behavior (MKTG-541-0)
1.00 Credit
TCE BidStats

This course exposes students to psychological concepts and experimental methods that are useful in conducting rigorous consumer behavioral research. The course examines the processes by which individuals make judgments and regulate their behavior. This entails an analysis of how information is represented in memory, and how it is subsequently retrieved and used to make judgments. Issues related to consumer decision making is further explored by examining the moderating effects of decision maker characteristics such as gender and expertise, message factors such as repetition and source credibility, as well as situational factors such as the context in which information is presented. The processes by which decisions are made, how much effort to allocate to making judgments and engaging in various behavior are also discussed.


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Academic Year Term   Session Course ID Title Sec ID   Credits Syl Instructor Times Campus Location Mand 1st Exam
2016-2017 Fall 2016 10 Weeks MKTG-541-0 Psychological Theory in Consumer Behavior 21 1 Sternthal, Brian; Tybout, Alice Tue 9:00 AM - 12:00 PM Evanston Jacobs (488) N