BUS 3211: Consumer Behavior


Investigates consumer behavior as the study of people and the products that shape their identities. Presents personal and professional relevance to consumer behavior, including psychological, social, economic, and political foundations in consumer activities. Learners analyze buying behavior by exploring the products, services, and consumption activities from a multicultural perspective, which contributes to the broader social world.


  1. Discuss how the field of marketing is influenced by the actions of consumers.
  2. Relate consumer behavior to public policy issues.
  3. Explain how consumers interpret information about products and people.
  4. Examine how consumers are influenced by values as members of a particular culture.
  5. Describe how self-perception influences consumers’ actions.
  6. Explore how one’s personality influences lifestyle choices.
  7. Explain the steps of the consumer decision-making process.
  8. Analyze how consumers evaluate product selections.




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* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the CSU Bookstore at bookstore@columbiasouthern.edu