Author: Spencer, Fredrika
Source: Wake Forest University
This course seeks to understand the influences, factors and decisions involved when consumers select, purchase, use and/or dispose of products, services, ideas, or experiences to satisfy needs and desires. Consumerism takes many forms, including individual consumers downloading music to an iPod, shopping for a pair of jeans, and/or deciding how to plan for retirement, as well as an executive in a large corporation deciding on a multimillion-dollar computer system. The intent of this course is to provide students with an understanding of the internal factors (affect and cognition) and the external factors (the environment) and their impact on consumer behavior. The assignments and readings, as well as class discussions, will address both theory and practical demonstrations of consumer behavior. Several class sessions are devoted to social and cultural influences and the ethics behind conditioning and learned behaviors.