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Consumers purchase, use, experience, and dispose of products and services as part of their consumption process. How and why consumers choose various brand options, form judgments about these brands, and decide which options to buy and/or re-buy are essential knowledge for marketing professionals. The course covers the psychological and social issues that guide consumption decisions. (Cross-listed with BSAD 8345).

Prerequisite(s): MKT 3310 with 'C+' or better; 2.5 GPA or better; or permission of instructor.