Students will complete two independent exercises to explore actual consumer behavior practices and apply commonly used behavioral research tools to gather customer insights. Each assignment entails producing a 2-page, single-spaced written analysis that addresses questions about a specific consumer behavior activity.
Detailed guidelines and designated reading materials for each of the following assignments are posted on Blackboard.
Nonverbal Communications Analysis – Students will assume an observer’s role as they examine two video-based marketing transactions that the instructor has selected to help them understand the influence of nonverbal communications in a (a) consumer and (b) B-2-B marketing exchange. Because buyer and seller exchanges are complex social interactions that are defined by a myriad of verbal and nonverbal clues and signals, students are asked to apply psychological concepts and theories to analyze and interpret such interactions.