(See related pages)
- To understand the role consumer behavior plays in the development and implementation of advertising and promotional programs.
- To understand the consumer decision-making process and how it varies for different types of purchases.
- To understand various internal psychological processes, their influence on consumer decision making, and implications for advertising and promotion.
- To recognize the various approaches to studying the consumer learning process and their implications for advertising and promotion.
- To recognize external factors such as culture, social class, group influences, and situational determinants and how they affect consumer behavior.
- To understand alternative approaches to studying consumer behavior.
|
|
|