Why do people buy certain products, follow particular brands, or adopt new trends? This course explores the psychological and sociological forces shaping consumer behavior in contemporary culture and everyday life. Drawing on sociology, psychology, and marketing, students examine how identity, culture, and social influence shape consumer decisions and consumption practices. Through discussions, case studies, and applied activities, we analyze topics such as consumer motivation, persuasion, consumer identity, digital consumption, influencer culture, and sustainable consumption. Students investigate real-world consumer phenomena and develop insights into how markets, media, and social structures influence what people buy and why.
Anticipated Credit Equivalencies:
4 - Business: Marketing and Consumer Behavior
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Academic Details
business, marketing