CONSUMER BEHAVIOR COURSE
1.
The Diversity of Consumer Behavior
: Introduction – The Study of Consumer Behavior
– Ethics in Marketing – The consumer movement. (Chap # 1) Click here
2.
Consumer Needs and Motivation : Motivation –
Dynamic nature of Motivation – Types and
Systems of Needs – Motivational Research.
(Chap # 4) Click here
3.
Personality and Consumer Behavior
: Personality – Theories of Personality –
Understanding Consumer Diversity. (Chap
# 5)
4.
Consumer Perception : Perception –
Dynamics of Perception – Consumer Imagery – Perceived Risk. (Chap # 6)
5.
Learning and Consumer Involvement
: Learning - Behavioral Learning Theory –
Cognitive Learning Theory – Brand Loyalty.
(Chap # 7)
6.
The Nature of Consumer Attitudes
: Attitudes – Structural Models of
Attitude.(Chap # 8)
7.
Communication and Persuasion : Components of
Communication – Communication Process – Designing Persuasive
Communication. ( Chap # 10) CONSUMER BEHAVIOR COURSE
8.
Group Dynamics and Consumer Reference Groups : The Group – Reference Groups – Application of
the Reference Group Concept. (Chap # 11)
9.
Personal Influence and The Opinion Leadership Process : Opinion Leadership – Measurement of Opinion
Leadership – A Profile of The Opinion Leader – The Interpersonal Flow of
Communication. (Chap # 17)
10.
Diffusion of Innovations : The Diffusion
Process – The Adoption Process – A Profile of the Consumer Innovator. (Chap # 18)
11.
Consumer Decision Making : Decision –
Levels of Consumer Decision Making – A Model of Consumer Decision Making. CONSUMER BEHAVIOR COURSE
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