Course Catalog and Schedule
Psychological Theory in Consumer Behavior (MKTG-541-0)
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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Psychological Theory in Consumer Behavior
Sternthal, Brian; Tybout, Alice
Tue 9:00 AM - 12:00 PM
Kellogg School of Management
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