This unit explores the range of decision making and behaviours of buyers and consumers in the exchange process. Both cognitive- and habit-based models of decision making are reviewed and discussed in terms of when each, or both, are best applied to marketing problems. Specific topics include attitudinal and behavioural theories and data; deterministic versus stochastic patterns of response; the effect of product type and its stage in the product life cycle on decision making and prediction; social and cultural effects; public policy issues; and the influence of marketing activities on the decision-making process of buyers and consumers. Both business-to-business and consumer markets are... -- Course Website