Temple University 3 credits MKTG
The purpose of this seminar is to provide a solid foundation for critical thinking in the area of consumer behavior. Consumer behavior is interdisciplinary; thus, you will be exposed to theories from a variety of fields. We will discuss the key behavioral theories and focus on how one should think about developing and testing a conceptual model. Further, the course will provide an insight into how to design clever field, lab and online experiments to test your hypotheses. This course is useful for those interested in getting an insight into the key drivers of consumer behaviors, to understand major areas of psychological science as applicable to how people and/or organizations make decisions or to learn more about how to develop and test conceptual models. Specific learning outcomes are: learn about some of the major areas of psychological science as applicable to how people behave; learn how to generate research ideas (relevant for your field) based on the discussed theories; learn how to develop and test conceptual models; improve your ability to present, explain and defend your ideas (and those of others) by giving short but compelling presentations in class; get an insight into how to choose a methodology for your research; and develop your ability to professionally respond to other scholars (and critics) in a tactful but confident manner.
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