MKT 5420 CONSUMER MARKETING
An integrative study of the conceptual foundations of consumer behavior drawing on the significant contributions make by the behavioral sciences. Application of the basic behavioral science concepts to the understanding of the consumer decision proves: social stratification, reference group and sub-cultural influences, family in- fluence, learning theory, attitudes, personality, consumer purchase decision-making, brand loyalty and diffusion of innovations. Prerequisite: MKT 3410 CAT.NO FORMERLY MGS 5420 - REPLACES IT AS OF 04/SP