Course Catalog

Golden Gate University offers degree and certificate programs at four teaching centers and online.

*The printable catalog is subject to change. For the most up-to-date program requirements, information and course listings, explore our website.

DBA 871

Covers both the consumer and industrial perspectives with regard to the buyer decision processes in reference to need recognition and search; pre-purchase alternative evaluation; buyer purchase; and consumption, satisfaction and divestment. Students will examine individual differences along with buyer knowledge, attitudes, motivation and self-concept, personality, values and lifestyle. Students will study psychological processes, information processing, learning and influencing attitudes and behavior - as well as environmental influences with emphasis on culture, ethnicity, social class and status, personal influence, family and household influences and, finally, situational influences. A treatment of marketing issues and ethics is provided. Throughout the course, emphasis will be placed on both theoretical and applied research.

Units: 4