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Searching for QST MK856 Consumer Behavior returned 1 classes
  • QST MK 856

    Consumer Insights

    Grad Prereq: MK713/723/724

    Marketing, in particular, begins and ends with the consumer -- from determining consumer needs to ensuring customer satisfaction. In this course, we will explore the most recent scientific research in marketing, psychology, and behavioral economics related to consumer behavior. We will develop your ability to understand and influence what people want, how people decide what and when to buy, and whether people will be satisfied or dissatisfied with their decisions. These psychological insights are particularly useful for marketing strategy, brand positioning, and marketing communication decisions, but also yield insight into common biases in judgment and decision making, beyond marketing, to which you would otherwise fall prey. Why people are willing to drive across town to save $5 on a tank of gasoline, for example, when they would not drive a minute to save $5 on a refrigerator. We will discuss some of these applications in class. In addition, we will examine the methodology of market research (specific to consumer behavior) to build the tools you will need to interpret and base decisions on it. Readings will include primary empirical research articles (e.g., Journal of Consumer Research articles), business journal articles, and research reviews (e.g., Harvard Business Review articles). The course includes lecture, discussion, an exam, and a team term project.

    [ 3 cr.]

    Offered: Either sem.

Abbreviation Glossary

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CAS College of Arts & Sciences
CFA College of Fine Arts
CGS College of General Studies
COM College of Communication
EGS College of Engineering and Graduate School of Arts & Sciences
ENG College of Engineering
EOP Center for English Language & Orientation Programs (CELOP)
GMS Graduate Medical Sciences
GRS Graduate School of Arts & Sciences
HUB BU Hub general education program
KHC Questrom School of Business
LAW School of Law
MED School of Medicine
OTP Officer Training Program
PDP Physical Education Recreation and Dance
QST Questrom School of Business
SAR Sargent College
SDM Henry M. Goldman School of Dental Medicine
SED Wheelock College of Education & Human Development
SHA School of Hospitality Administration
SPH School of Public Health
SSW School of Social Work
STH School of Theology
XRG Cross Registration