MAN 634 Consumer Behavior Theory I
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This course deals with the understanding of the behavior, attitudes, preferences and decision making processes of people as consumers and psychological theories underlying consumer behavior. Some strategic implications of consumer preference formation, judgment and decision making are also addressed. Understanding consumers is a critical component of marketing to implement efficient marketing strategies. Principles from psychology as well as other social sciences are integrated to analyze consumer behavior.
Credit units: 3 ECTS Credit units: 5.
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