Prerequisite: MGMT 423. (First semester/3 credits)
The course will examine important concepts, principles and theories from psychology, economics, anthropology and sociology in order to understand the consumer acquisition process. Such aspects as decision-making, attitude formation and change, cognition, perception and learning will be explored. The marketing concepts of product positioning, segmentation, brand loyalty, preference and diffusion of innovations will be considered in context with the environmental, ethical, multicultural and social influences on an increasingly diverse American consumer. Course culminates with the in-depth study analyzing the consumption process.