(PhD) Consumer Behavior II

Traditionally, marketing can be oversimplified as a tale of two approaches, one consisting of the quantitative analysis of markets and their participants, the other the application of theories from the behavioral sciences (primarily psychology, and to some extent sociology and anthropology) to the study of consumer behavior. These days are over: Increasingly, quantitative modelers are realizing the importance of behavioral constructs, and the study consumer behavior has become increasingly rigorous, addressing and in some cases questioning the assumptions made by quantitative modeling. Simply put, the goal of this course is to prepare you for a research career that can meaningfully combine both approaches.