Consumer Behavior
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Level: Undergraduate
Division: Parsons The New School for Design
School: School of Design Strategies
Department: Design Strategies
Course Number: PSDS 3131
Course Format: Seminar
Location: NYC campus
Permission Required: No
  • Marketing & Communications
  • Design Research
This course is geared to students who have taken an introductory marketing course and are interested in developing an in-depth understanding of how people make consumption decisions. In particular, this course examines how and why consumers recognize a certain consumption need, how they search for product information, how they evaluate alternative choices, and how they use their post-consumption evaluations in considering their next purchase. Students explore the theoretical frameworks that facilitate the understanding of these processes, and apply these frameworks to real-world examples drawn from industries such as fashion, advertising, automobiles, and entertainment, in order to understand how consumer analysis can be usefully applied to a design-driven industry.
Course Open to: Degree Students with Restrictions
Course Pre/Co-requisites:
Open to: All School of Design Strategies upper-level undergraduate degree students; other upper-level students by permission of BBA Design and Management program. Pre-requisite(s): PSDS 2107 Marketing 1 or PUDM 2315 Marketing, PR and Branding.


Open to Undergraduate students.