HADM 3470: Consumer Behavior

Fall, Spring. 3 credits. Student option grading.

Prerequisite: HADM 2430 or equivalent introductory marketing course. Elective. Graduate students must enroll in HADM 6470. Co-meets with HADM 6470.

Hae Eun Chun (hc633) – Fall 2017
William Lynn (wml3) – Fall 2018
William Lynn (wml3) – Spring 2018
Hae Eun Chun (hc633) – Spring 2019

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.