BANA 6260

Consumer Behavior

Course Description

Course information provided by the 2026-2027 Catalog.

How can we best guess whether a new product or service will be a hit with customers? Now more than ever, business managers need data-driven insights to predict exactly how consumers will make their buying decisions, and human behavior is at the heart of this puzzle. In this course, you will assess why many common approaches to gauge purchase decisions are not effective. Using many popular products as examples, you will examine how psychology plays a role in how customers behave, applying concepts such as heuristics and biases. You will be introduced to the three key drivers of consumer behavior – attention, emotion, and coherence – and determine how they impact customer behavior. Finally, you will gain applicable consumer behavior insights to help shape your customer-centric marketing strategies. By understanding why customers act the way they do, you and your teams can inform practices to more accurately and successfully bring your new product or service to market.

Last 4 Terms Offered 2026SU, 2025SU, 2024SU, 2023SU

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