Consumer Behavior: On-site Syllabus


Additional Required Readings



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Additional Required Readings

  1. The exam case must be purchased by all students from Case Centre. The course pack code is XXX


  • Case #9B16A066, “UNILEVER Canada: Redefining the Axe Brand”

  1. Electronic copies of additional assigned articles are available on Blackboard under the E-Reserves tab.

NOTE: A complete list of additional required reading materials appears on the last page of this syllabus.



Course Description


This course provides students with a solid foundation in consumers’ decision making based on theoretical and empirical findings from the fields of psychology, anthropology, and sociology. Topics include consumers’ knowledge and involvement, attention, comprehension, learning, attitude, and purchase intention. Strong emphasis is given to the design and modeling of response patterns, diffusion of innovations, and consumer behavior for specific products and services. Also explored is the practical impact of consumer behavior analysis on marketing mix strategies, market segmentation/positioning, brand loyalty, persuasion process, and promotion.




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