|The purpose of this course is to inform future managers, analysts, consultants, and advisors of the psychological processes underlying consumer behavior, with emphasis on how to incorporate such insights into marketing and business strategies. |
Contemporary approaches to business emphasize the importance of adopting a customer focus. Successful business strategies depend on a thorough understanding of how people think, and thus the overarching goal of this course is to help you think differently (and better) about how consumers arrive at judgments and choices and how their choices ultimately affect their well-being.
This course uses a mix of lectures, exercises, and cases to give students a broad overview of important results from behavioral science (e.g., psychology, marketing, economics) that clarifies how and why people perceive and process information, make decisions, and evaluate stuff the way they do.
Consumer psychology has an impact on every facet of marketing strategy, and understanding it will help students develop strategic consumer insights aimed at better meeting people’s needs. Moreover, because this course takes a broad psychological perspective, it highlights novel ideas for grabbing attention, shaping behavior, and changing people’s minds within and outside of traditional marketing contexts. It will also help students to better understand themselves as a target of influence. The premise of the course is that understanding consumer psychology has powerful business and personal implications.