Welcome to the MRKT 3333 Consumer Behavior Research Guide! Use the tabs across the top of the page to navigate through the different sections of this guide.
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This course is an analysis of the processes underlying the purchasing behavior of consumers and the major influences on consumer behavior, including culture, attitudes, and reference groups.
Required Text:
Schiffman, L., and L. Kanuk, Consumer Behavior, 10th Edition, (Prentice Hall, 2010) ISBN-10: 0135053013, ISBN-13: 9780135053010
Recommended Text:
1. Pride, W.M. and O.C. Ferrell, Marketing, 16th Edition, (Boston: Houghton-Mifflin, 2012) ISBN-13: 9780538475402
2. Wade, C., and C. Travis, Invitation to Psychology, 5th Edition, (Pearson, 2012) ISBN-10: 0205035191, ISBN-13: 9780205035199.
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