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MKTG 370: Consumer Behavior: Getting Started

This guide includes resources for researching consumer behavior and marketing and is the course guide for MKTG 370, Consumer Behavior.

Why use this guide?

This guide is designed as a starting point for doing research on consumer behavior. The UST libraries offer resources that you can use to find the following:

  • Industry overviews  
  • Company information
  • Business articles from trade publications
  • Current business news articles
  • Demographic information about consumers

Consumer Behavior Defined

Consumer behavior is essentially the attitudes, intentions, decisions, and actions of individuals as everyday consumers in the marketplace....

As explaining and predicting consumer behavior can be very challenging, it becomes more so for marketers doing business globally compared with nationally or regionally. This is because planning and implementing marketing efforts necessitates a profound understanding of consumer motivations and expectations along many cognitive, affective, and behavioral dimensions; consequently, this can differ substantially across country boundaries, given that consumer behavior is subject to cultural, economic, and societal influences.

Consumer behavior. (2009). In C. Wankel (Ed.), Encyclopedia of business in today's world. Thousand Oaks, CA: Sage Publications.

What do you need to do?

This guide can help you:

Business Librarians

Marianne Hageman (St. Paul)

John Heintz (Mpls. & St. Paul)

Andrea Koeppe (Mpls.)

Research consultations

Research assistance is available via phone, e-mail, and in-person at both the St. Paul and Minneapolis campus libraries. While walk-in service is often available, we recommend that you schedule an appointment for lengthy consultations or tutorials. Contact a UST business librarian for an appointment.