The study of consumer behaviour is an important part of the science underlying the development of marketing programs. Consumer behaviour is a natural extension of the application of the marketing concept that prefaces the study of marketing. Consumer research is a prelude to the formulation of marketing programs. And is also the outcome of marketing strategies as companies seek to better understand the effects of the different elements of the marketing mix on consumer attitudes, knowledge, perceptions and buying behaviours.
Drawing upon academic research in marketing, psychology and economics, the course introduces important theories, methods, and findings of research on attention, comprehension, memory, attitude formation and choice. The course also covers macro influences on consumer behaviour at the reference group, sub-cultural, cultural and environmental levels. This course lays the theoretical foundation for other marketing courses and the implications of consumer behaviour theories to real-world marketing problems are discussed throughout the course. The course will also heighten your awareness of the ethical issues underlying the effects of marketing programs on consumers.
By the end of this course, students will be able to:
Harvard Business Cases
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Harvard Business Review articles
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