The purpose of this course is to fundamentally challenge the way you understand consumption as an activity and as a topic of study. We will move beyond colloquial or taken-for-granted understandings of consumption such as conceptually limited tropes like shopping. Understanding consumption is essential for marketing managers in developing effective marketing strategies.
That said, it will repeatedly emphasized that to study consumption is not the same as studying customers. Together, we will explore a multitude of concepts and theories from different behavioral sciences to fully appreciate what drives consumption choices and experiences.