Course Details

Title Consumer Behavior
Field of Study Business, Humanities
Professor hanyang (
Type Academic course
Delivery Method Offline (100% offline course):
Credits 3
Contact hours 45
Course code BUS3014
Course number

This course provides a foundation for understanding consumer information processing and decision-making processes. Through the analysis of the environmental, social and psychological factors which influence an individual’s buying decisions, this course also covers how marketers identify, motivate and evaluate target consumers for marketing activities. The course contents will be delivered mainly through lecture.


 Understand the importance of studying consumer behaviours to marketing successes
 Understand various cognitive and affective factors involved in consumers’ decision-making processes
 Learn to identify psychological, social, and environmental factors that influence consumer behaviors.


No textbook required.

Materials HISS Syllabus_Consumer Behavior_ Junyong Kim
Lesson Plan
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Last Updated October 28, 2021
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