Students gain an understanding of psychological factors and external influences that affect the consumer's decision-making process, and of the implications of these on marketing strategies. Topics include consumers' needs, attitudes, motivations and emotions, learning, perceptions, personality, lifestyles, culture, family, social groups, social classes, and decision-making. PREREQ: COMM 2037 or SPAD 2037. (cst 3) cr 3. Cross-listed with ADMN 4946. Students cannot retain credit for both COMM 4327 and MKTG 4071.