Sep 21, 2023  
2022-2023 Undergraduate Bulletin 
2022-2023 Undergraduate Bulletin [ARCHIVED CATALOG]

COM 3936 - Consumer Insights (3)

When Offered: Fall
The course is designed to help students understand the psychology of persuasion and consumer behavior theories as they relate to marketing communication and advertising. The course will provide students with an overview of the key psychological concepts and theories in understanding consumer decisions and behaviors, as well as the implications of these theories in advertising and marketing practices. Students will explore how perceptions, learning, memory, emotions, attitude, personality, situational factors, groups, and social class influence consumption behavior; how purchase decisions are made; and how powerful cultural and subcultural influences are on consumers. In sum, the course provides critical foundation knowledge for developing advertising, branding and marketing strategies. It also helps students become informative and insightful researchers and practitioners.
Prerequisite: COM 2700  and COM 3428 , or permission of the instructor.