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Consumer Behaviour

The purpose of this course is to provide knowledge, insight and skill in the topic of consumer behaviour by: (1) exploring existing research; (2) assessing the implications of current research findings and theories of consumer behaviour; and (3) undertaking actual consumer behaviour studies. The course uses a conceptual model of consumer behaviour as its focal point for the examination of the theory, method and practice of consumer behaviour. The course covers the basic topic areas of the consumer decision process, the social and cultural environment, criteria of choice, models of consumer behaviour, consumerism and the ethics of consumer influence. Prerequisite: COMM 5307.

Commerce & Administration