DBA 871 Buyer Behavior

4 unit(s)
Covers both the consumer and industrial perspectives with regard to the buyer decision processes in reference to need recognition and search; pre-purchase alternative evaluation; buyer purchase; and consumption, satisfaction and divestment. Students will examine individual differences along with buyer knowledge, attitudes, motivation and self-concept, personality, values and lifestyle. Students will study psychological processes - information processing, learning, and influencing attitudes and behavior - as well as environmental influences with emphasis on culture, ethnicity, social class and status, personal influence, family and household influences and, finally, situational influences. A treatment of marketing issues and ethics is provided. Emphasis will be placed on both theoretical and applied research.

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