Jun 05, 2026  
2026-2027 Undergraduate Catalog 
    
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2026-2027 Undergraduate Catalog

BA 345 Strategic Consumer Behavior

(4 Credits)
This course is an examination of the consumer decision making process and a study of the psychological (attitude, motivations, etc.), personal (self-identity, personality etc.) and external (culture, reference groups, etc.) that influence decision making. The course is designed to provide an overview of the psychology of consumption as well as the implications for marketing strategy. The course will also examine how consumer decision making insights influence public policy like consumer protection, advertising regulations and health outcomes (e.g., nutrient labeling on food packages). Both individual and organizational consumers will be addressed in the course.

Prerequisite: BA340