Consumer Behavior

A Marketer's Look into the Consumer Mind

100+ Turn-key Resources for Any Consumer Behavior Course

Table of Contents


Chapter 1: Introduction to Consumer Behavior

Chapter 2: Consumer Needs, Motivations, and Goals

Chapter 3: Consumer Perception

Chapter 4: Consumer Learning

Chapter 5: Consumer Personalities

Chapter 6: Consumer Attitude Formation and Change

Chapter 7: Individual Decision Making

Chapter 8: Reference Groups and Word of Mouth

Chapter 9: Persuading Consumers Through Messaging

Chapter 10: Influencing the Buying Process

Chapter 11: Creating Brand Loyalty

Chapter 12: Connecting Innovation to Consumer Behavior

Chapter 13: Cross-cultural Variations in Consumer Behavior

Chapter 14: Impact of Technology on Consumer Behavior

Chapter 15: Consumer Behavior and the Regulatory Environment

Consumer Behavior Courseware


  • Know each stage of the individual decision-making model in detail.
  • Determine how marketers can align spend and resources to the decision-making model.
  • Learn how to influence purchase decisions.
  • Conduct focus groups by finding participants, developing questions, and analyzing results.
  • Retool the marketing of an existing product for promotion in a new target market.
  • Develop a personality trait quiz to identify market segments.
  • Build buyer personas to help with future marketing strategies.
  • Create a video advertisement targeted to buyer persona.

100+ Educator Resources

  • 15 Lesson Plans
  • 4 Projects
  • 15 Auto-graded Quizzes
  • 30 Lecture Slides
  • 15 Quiz Review Slides
  • 43 Video Resources
  • 2 Expert Sessions
  • 4 Video Case Studies
  • 1 Comprehensive Final Exam
  • 1 Test Bank

The Most Engaging Consumer Behavior Courseware

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About the Author

Picture of Radhika Duggal

Radhika Duggal

Radhika is the Chief Marketing Officer at Major League Soccer (MLS). She's honed her marketing skillset across time spent as a senior marketing leader in Fortune 100 companies, as a management consultant serving marketing organizations across a variety of Fortune 500 companies, and as a startup CMO. Throughout her career, she has led the design and execution of innovative full-funnel, multi-channel marketing efforts that drive business results.
She is an adjunct professor of marketing at the New York University Leonard N Stern School of Business, authored the Stukent "Consumer Behavior" courseware, and helped shape the Consumer Behavior simulation.

Picture of Radhika Duggal

Radhika Duggal

Radhika Duggal is a marketing leader with extensive experience in highly regulated industries such as healthcare and financial services. She is an adjunct professor of marketing at New York University and is the author of Stukent’s “Consumer Behavior” digital textbook. Throughout her career, she has led the design and execution of innovative brand strategies to drive awareness and consideration through multi-channel marketing efforts.

FREE Sample Syllabus:
Consumer Behavior

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