This is an advanced graduate seminar involving intensive reading and criticism of current research drawn primarily from the top experimental psychology, marketing, and consumer research journals. The instructor assumes student familiarity with basic consumer behavior theory (i.e., material covered in MKTG 710 and 711), philosophy of science issues, and essential data analysis tools (e.g., ANOVA, regression). The focus of the course is on the review of recent consumer psychology empiricism with an emphasis on the cognitive mechanisms underlying consumer behavior phenomena. The reading list will reveal articles across a range of recent consumer research topics that will facilitate discussions on top tier journal contribution, writing constructive reviews, navigating the review process, and developing research programs in an era of rapid methodological shifts.

This is an advanced graduate seminar involving intensive reading and criticism of current research drawn primarily from the top experimental psychology, marketing, and consumer research journals. The instructor assumes student familiarity with basic consumer behavior theory (i.e., material covered in MKTG 710 and 711), philosophy of science issues, and essential data analysis tools (e.g., ANOVA, regression). The focus of the course is on the review of recent consumer psychology empiricism with an emphasis on the cognitive mechanisms underlying consumer behavior phenomena. The reading list will reveal articles across a range of recent consumer research topics that will facilitate discussions on top tier journal contribution, writing constructive reviews, navigating the review process, and developing research programs in an era of rapid methodological shifts.