Document Type
Syllabus
Publication Date
Fall 9-1-2024
Course Description
Consumer behavior is both ubiquitous and influential in almost every aspect of our lives. Whether we watch an ad for Nike, drive a Honda or Chevy, decide where to go for spring break, which news source to read, or smart phone to purchase, we are thinking and behaving as consumers. Consumer behavior reflects our choices, acquisition, consumption, and disposal of goods and services over time. Our behavior is influenced by external sources such as our age, gender, society, social class, region, and lifestyles, but it is also influenced by our internal psychological core such as our motivation, ability, understanding, exposure, attention, attitudes, and memory. Together, these two sources of influence determine the process with which we make consumer decisions, and the outcomes of those decisions. Knowing the consumer can make organizations richer, public policy makers wiser, and consumers themselves savvier. This course traces a micro-to-macro perspective to examine how consumers are products of individual and cultural processes, and how their consumption is a reflection of both types of processes. A central focus of this course will be on the science and application of consumer knowledge to consumer behavior in the “real world” -- which will offer you the chance to fully appreciate the pervasiveness and significance of this topic.
Recommended Citation
Tunguz, Sharmin, "PSY 254 Consumer Psychology Tunguz Fall 2024" (2024). All Course Syllabi. 662, Scholarly and Creative Work from DePauw University.
https://scholarship.depauw.edu/records_syllabi/662
Student Outcomes
Demonstrate an increased knowledge of the content of Consumer Psychology as a field. Utilize the scientific method and critical thinking skills to evaluate the literature in consumer behavior. Apply ethical standards to evaluate both consumer-driven and marketing-based decisions. Demonstrate effective writing that draws from the consumer literature to describe, apply, and persuade a consumer-oriented audience. Exhibit effective presentation skills for different purposes, including making evidence-based marketing recommendations.