Rutgers University 3 credits Marketing
Provides graduate students with a solid foundation for critical thinking and research in psychology, marketing, and related topics. Topics of discussion include consumer knowledge (learning, memory, and categorization), attitude theory, persuasion, affect, and social influence. The course draws from the literature in marketing, psychology, and economics. It will enable students to conceptualize, operationalize, and develop research ideas. Therefore, the focus is on understanding current theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base.
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