MKTG 2650 - Culture and Consumption

3 hours

Critically examines how shifts in U.S. demography impact marketplace decisions. Focuses on first- and second-generation immigrant populations, and how these consumers’ values, attitudes and lifestyles are reflective of their cultural identities and ensuing consumption behaviors. Examines the connection between cultural identity, including ethnic, gender and generational diversity, and its relationship to brand preference formation, retail patronage and consumer dissonance.

Prerequisite(s): None.

Core Category: Component Area Option