This course provides the student with a knowledge of the promotional social, cultural and mental processes which influence consumer purchase decisions. Subjects to be dealt with include current market segmentation techniques; personality factors; reference groups; cultural and cross cultural implications; social class membership; children, family, and mature individual buying behavior; perception; learning and attitude formation.

Prerequisites: MARK2000, MARK3700, PSYC1010 (PSYC1015) and SOCI1010 (SOCI1025) 3 Credits