M c C o y C o l l e g e o f B u s i n e s s A d m i n i s t r a t i o n
T e x a s S t a t e U n i v e r s i t y - S a n M a r c o s
D e p a r t m e n t o f
M a r ke t i n g • S p r i n g 2 0 1 2
Elyria Kemp, PhD
This course studies the process of consumer choice and its determinants for marketing programs and society.
It examines social factors, motivation, personality, attitude, perception, lifestyle, and decision-making
processes and how they impact consumer behavior.
, 3rd edition, Babin and Harris, South-Western, Cengage Learning 2012
Upon completion of this course, you will be able to:
• Understand and apply the internal processes
affecting consumer behavior, such as perception,
learning, memory, attitude, motivation, emotions, personality and lifestyle
• Understand and apply how consumer demographics, such as age cohorts, are relevant to consumer
• Understand and apply the impact of sociological factors, such as subculture, to consumer behavior
•Acquire analytical tools and critical thinking skills for evaluating and assessing the practical
significance of the various stages of the consumer decision process
SKILLS AND KNOWLEDGE YOU ARE EXPECTED TO BRING INTO THIS COURSE:
Reading comprehension skills, time management skills, and academic skills (e.g., note-taking)
Marketing 3343 and Junior standing
This class will consist of lectures, contemporary business articles and
Due to the intensive work involved in this course, students are required to come to class
and be on time.
In addition, this course involves a great deal of reading.
It will be important that you keep up
with scheduled readings.
You are expected to read all assigned materials prior to class and to be prepared to con-