Skip to main content

HADM 3470: Consumer Behavior

3.0 credit hours - S/U grade only
Offered Spring, Fall

Limited to HotelDM 3470 Pre-Req

Instructors

  • William Lynn (wml3) - Fall 2025
  • Jacqueline Rifkin (jrr348) - Spring 2025

Description

Helps students become better at understanding, predicting, and influencing consumer behavior. Topics include motivation, perception, learning, decision making, attitudes, persuasion, compliance, geodemographics, and psychographics. The practical implications of psychological principles are emphasized. Specific applications involve such areas as guest frequency programs, menu design, promotional strategy, personal selling, sales and marketing planning, and marketing research. Class time is used for discussions and application exercises as well as for the presentation of relevant information.