Johns Hopkins Carey Business School

We can consider human-media interaction from developmental, sensory, cognitive, environmental, cultural, narrative, evolutionary and positive vantage points. Each of those areas will offer theories of that influence how we conceptualize personality development, system dynamics, and root causes of motivation, persuasion, attitude change, and learning. The Human Behavior course at Carey Business School that I will be teaching provides students with a solid foundation in consumers’ decision making based on theoretical and empirical findings from the fields of psychology, anthropology, and sociology. Topics include consumers’ knowledge and involvement, attention, comprehension, learning, attitude, and purchase intention. Strong emphasis is given to the design and modeling of response patterns, diffusion of innovations, and consumer behavior for specific products and services.  Also explored is the practical impact of consumer behavior analysis on marketing mix strategies, market segmentation/positioning, brand loyalty, persuasion process, and promotion.

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