WBA 212 - Consumer Behavior Analysis

Course unit(s): 1
The object of this course is to study the behavioral processes involved in market exchanges between buyers and sellers. This module will enable students to understand the perceptual, cognitive and emotional processes of consumers. Topics include decision processes, social and cultural influences, information processing, and social and cultural issues in consumer behavior and marketing. The course will show how consumers make decisions and how motivation and emotion play a key role in the decision-making process.