Welcome to Consumer Behavior!
This course will help you understand how to generate and use consumer insights. You will learn about the important role consumers play in contemporary markets, including the most important models and frameworks that brands use to learn about consumers.
You will learn about the cognitive and affective dimensions of consumption, including cognitive, social, and physical dimensions. By drawing theories from several fields, such as sociology, psychology, and consumer research, we discuss the frameworks that brands use to generate consumer insights for their marketing and advertising activities.
- Teacher: Carlos Diaz Ruiz