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MKTG 710: Consumer Behavior: Getting Started

This guide is to be used to identify resources for Sandra Rathod's MKTG 710 Consumer Behavior class

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.

Why Use This Guide?

This guide is designed as a starting point for doing research on consumer behavior.

Use the tabs to navigate through the guide.

Business Librarians

Marianne Hageman

Jim Kelly

Andrea Koeppe

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.