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This document provides an overview of topics to be covered in the MKTG7503: Consumer & Buyer Behaviour course. The key topics for Week 2 include contemporary perspectives on consumer behaviour such as theories from behavioral insights and experiential consumption. Approaches to studying consumers include anthropology, sociology, psychology and more. Consumer behaviour is studied from both micro and macro levels. Positivist and interpretivist approaches are discussed. Behavioral insights focus on how the con

Author

Yifan Wang

Language

EN