Covers both consumer buying behavior and organizational buying behavior. Consumer behavior topics include needs and motives, personality, perception, learning, attitudes, cultural influence, and contributions of behavioral sciences that lead to understanding consumer decision making and behavior. Explores differences between business and consumer markets, business buying motives, the organizational buying center and roles, and the organizational buying process. Required for marketing majors.
instructor(s)
Gladstone, Joe
Primary Instructor
- Fall 2020 / Fall 2021 / Fall 2022 / Fall 2023
McGraw, Peter
Primary Instructor
- Spring 2022 / Spring 2023
