Behavior in Markets

  • 15-weeks
  • 3 credits
  • Prerequisite: None

The main objective of this course is to provide you with a strong foundation for critical thinking in the area of consumer decision making.  This will entail familiarity with a fairly extensive body of literature pertaining to consumer behavior.  But it also will require you to gain insight into certain basic disciplines.  As a field of inquiry, consumer behavior is heavily influenced by both cognitive psychology/information processing and social psychology, and also by behavioral theory and sociology.  To study consumer decision-making, therefore, you will need to know something of these areas too.  But the primary focus of the course goes well beyond the assimilation of relevant literature to analytical thought regarding your reading of consumer research.  As such, you should develop skills that allow you to critically evaluate the various perspectives, theories, and methodologies that form the field.

Kelley School of Business

Faculty & Research