Form of learning:
By attending the course, participants will be better equipped to analyze and interpret decision-making in varying consumption contexts, as well as the foundational elements of those contexts. In particular, after having attended the module, participants will be able to better understand:
1. To introduce current knowledge of both substantive findings and theory about consumer behavior.
2. To provide concepts for understanding consumer reactions to marketing stimuli and how consumer decision-making is structured
3. To provide an understanding of how consumer research is conducted from a methodological perspective
4. To improve the ability to identify potential applications of consumer behavior concepts and to utilize those concepts in analyzing marketing problems and determining marketing strategy.