DeGroote School of Business

Course Description

M732 - Consumer Behaviour

This course examines the underlying dynamics of customer behaviour. Drawing from the behavioural sciences, it analyzes the role of individual (e.g., perception, motivation, attitudes) and environmental (e.g., culture, social groups, the family) factors in the buying decision process. Applications of risk, adoption, diffusion, loyalty, symbolism, subliminal stimulation, and fear appeals theories are reviewed. The focus of the course is on practical implications of this knowledge for the marketer.

  • Formerly: Customer Behaviour
  • Prerequisite: M600 OR M650

Course Offerings

Summer 2025

Code Section Outline
M732 E C01

Winter 2025

Code Section Outline
M732 E C01

Summer 2024

Code Section Outline
M732 E C01 Outline

Winter 2024

Code Section Outline
M732 C01

Summer 2023

Code Section Outline
M732 E C01

Winter 2023

Code Section Outline
M732 CO1 Outline

Fall 2022

Code Section Outline
M732 E C01 Outline

Winter 2022

Code Section Outline
M732 C01 Outline

Fall 2021

Code Section Outline
M732 C01
M732 E C02 Outline

Summer 2021

Code Section Outline
M732 E C01 Outline

Fall 2020

Code Section Outline
M732 C01 Outline

Course Offerings Archive Submission Form

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