COURSE NUMBER: UGBA 160

COURSE TITLE: Consumer Behavior

INSTRUCTOR: Andrade, Eduardo

E-MAIL ADDRESS:  eandrade@haas.berkeley.edu

CLASS WEB PAGE LOCATION (HTTP URL):  Catalyst

 MEETING DAY(S)/TIME:  see schedule

REQUIRED READINGS: Textbook, “Consumer Behavior – Buying, Having, and Being” – Michael R. Solomon, 6^th Edition, Prentice Hall.

BASIS FOR FINAL GRADE:
A mixture of short in-class assignments (group or individual), three research projects, and three non-cumulative exams.

ABSTRACT OF COURSE:
Marketers continuously try to satisfy consumers’ needs and wishes. Many fail because they do not understand them. For instance, try to answer the following questions about consumer behavior: When does brand name influence taste perception? Does price promotion increase or reduce consumers’ willingness to search for more information? Do happy consumers buy more than sad consumers? Why do people consume negative emotions (horror movies; Fear Factor; extreme sports)? How and when are consumers influenced by family and friends? To answer these questions this course will address the basic psychological and sociological processes underlying consumers’ thoughts, feelings, decisions and interactions with other consumers. The course is divided in three major topics: consumers as individuals; consumers as decision makers; and cultural and social influences. In-class assignments will be used to stimulate interaction. Three short research projects (groups and topics of your choice) will be conducted to promote critical thinking. Three exams, one per topic, will assess your basic knowledge of the theories and their potential applications.

MODIFICATIONS TO COURSE FROM ITS MOST RECENT OFFERINGS:

BIOGRAPHICAL SKETCH: http://www.haas.berkeley.edu/faculty/andrade.html