Section 0111: MW 3-4
Section 2948: MW 5-6
Section 2950: MW 9-10
205 Bryan Hall
Tuesdays, 3:00pm-5:00pm, and other times by appointment.
Solomon, Michael R. (2009).
Consumer Behavior: Buying, Having, and Being,
Saddle River, NJ: Prentice Hall.
The text is on reserve at Library West.
A course pack (with all noteshells for the course) is available at Target Copy, 1412 W. University
If you prefer to print the noteshells yourself, you will find them on the course website.
A successful marketing strategy must be built around an understanding of consumers.
Even the most
intricate strategy runs the risk of being useless if it ignores some fundamental facts about how people
perceive and process information, make decisions, and form attitudes.
Using lectures, examples, and
discussions, this course will build upon research in psychology, marketing, and other social sciences to
help you understand why consumers act as they do.
As we learn how to characterize and predict
consumer behavior, we will discuss implications for designing and implementing marketing strategies.
A vital component of the course will be a focus on the research process.
We will not only examine what
is known about consumer behavior, but we will also explore how researchers have arrived at these
This should help you better understand the topics we cover and should also leave you
better prepared to critically evaluate (and perhaps conduct) consumer research in the future.
Specifically, completion of this course will provide you with:
A foundation in basic consumer psychology.
An understanding of the numerous variables that comprise and affect consumer behavior.
Insight into how to investigate consumer behavior.
Insight into the strategies that are most likely to reach, inform, and persuade consumers.
Insight into the consumers who surround you, such as your friends, your family, and yourself.
This course addresses the following “student learning outcomes” for the marketing major:
Consumer behavior: Students will develop an understanding of consumer motivations and
Market segmentation: Students will develop an understanding of the traditional bases for
segmentation and how segmentation can inform marketing strategy.
Communications skills: Students will effectively produce, interpret, and analyze written text, oral
messages, and multi-media presentations used in business.
Critical thinking skills: Students will apply their substantive knowledge to marketing situations