The Kellogg Marketing doctoral program provides rigorous training in the skills required for success as a world-class marketing researcher. This is achieved via coursework, close collaboration with ...

To effectively sell a product or service, organizations have to know how consumers behave with regard to what they buy. The study of consumer behavior involves examining what products certain types of ...

As a consumer behavior professor, I’m a zealous believer that every professional (and aspiring professional), regardless of career track or concentration, should study consumer behavior. Not yet a ...

Accounting procedures may baffle you, and legal statutes may daze you, but if you're like many small-business owners, the one facet of your business that you can comprehend and that sustains your ...

There is a basic misunderstanding about the forces that shape shopping behavior. Consumers believe that they act rationally to maximize their personal best interests when making purchase decisions.