Overview
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Join thought leader Michael Solomon as he takes a deep dive into the internal and external forces that influence consumer behavior.
Syllabus
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Introduction
- Welcome
- Why study consumer behavior
- How to study consumer behavior
- Consumer well-being
- Colors, shapes, and sounds: How our brain makes sense of it all
- Marketing applications of learning processes
- Motivation: Why do people want stuff?
- The self: Are people what they buy?
- Gender identity and sex-typed products
- Personality and brand image
- Lifestyle and values
- Attitudes
- Decision making
- B2B and families: Decision making in groups
- The purchase situation: Retailing as theater
- Word-of-mouth and opinion leadership
- Subcultures
- Culture
- The fashion system: How ideas spread through the market
- The role emotion plays in purchase decisions
- Persuasive communications
- From inertia to cult brand: How product involvement influences marketing strategies
- Next steps
