Consumer Motivation   [Archived Catalog]
2011-2012 Academic Catalog and Student Handbook with Addendum

ECP 701 - Consumer Motivation

Consumers today are bombarded by fast-paced, technologically-savvy inducements to make spontaneous purchases across media. Making sense of how potential buyers sort through the stimulus overload will help you design point of sale displays, improve visual merchandising, maintain the integrity of your brand image, and attract and retain customers over time. Individually tailored project work will center on the participants' work challenges. Learning outcomes include: (1) Understanding the basic motivations underlying consumer purchasing behavior. (2) Identifying how consumers perceive and respond to product variety and assortment, as well as how individuals vary in their responses to these choices. (3) Applying techniques and methods for measuring customer satisfaction, or the degree to which consumers are satisfied or delighted. (4) Leveraging how customer goals and identities motivate their buying experiences and preferences. (5) Using this information as advertisers, marketers, buyers, merchandisers, and store mangers to create increase customer retention and the frequency of unplanned purchases. (3 credits)