Consumer Behavior

Discipline: Semester at Sea Seminars
Instructor: Lituchy
Credits: 3

Field Work: Day 3 - Thursday, 31 March | Ghana Download Syllabus

In this class you will learn about how such topics as: perception and sensory marketing, learning, memory, motivation, emotions, attitudes, lifestyle, personality, values, groups, and culture influence consumer behavior.  The course will focus on voyage-relevant cases of consumer behavior in the countries we will visit, as well as the movement toward a global consumer culture in which billions of people are united internationally by their consumption of common branded consumer products, entertainment figures, and leisure activities. Topics such as positive country of origin (COO) effects such as Chinese silks and Japanese electronics, and negative Country of Origin effects such as African “blood diamonds” and how these can be changed. Throughout the course you will put your learning to work, not only to observe your own consumption behaviors, but to be an ethnographic or participant observer of the consumption behaviors of a wide range of culturally-diverse consumers and marketers you will encounter in the countries that we visit while traveling around the world.

Field Work

Country: Ghana
Day: 3 - Thursday, 31 March

For this field lab, students will visit local markets to see where and how locals shop. We will also visit “Global Mamas”, a community group whose mission is creating prosperity for African women and their families by creating and selling unique, handcrafted products (
In the afternoon, students will meet with university faculty and students from Central University Business School to further learn about consumer behavior in Africa.

Academic Objectives:
1. Gain an understanding of local consumer behavior
2. See where and how locals shop, ie: Examine local Consumer Behavior
3. Examine local advertising, promotion, and advertising first hand