Consumer Behaviour

The purpose of this course is to facilitate an understanding of the motivations to buy, use and dispose of consumer products. The purchase process is more than an exchange. The path taken from recognizing a need, to deciding how we will complete a transaction, reveals much about our attitudes about ourselves and the world, and how we and others see us. Ultimately, everything we do and feel exemplifies how we perceive ourselves. This course offers key practical insights for students to develop an appreciation of the influence of consumer behavior on the ethical and responsible marketing of products, services, and experiences.