MKT 342 Consumer Behavior

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Course Details

  • Online | Asynchronous 
  • December 21, 2026 – January 8, 2027
  • 3 credits | $2,022
  • Last day to register: December 22, 2026
  • Prerequisite/Restriction: MKT 210 Marketing Principles (formerly BUS 340) and junior standing or higher. Open to Marketing majors.

Course Overview

Application of behavior science theory and research to the consumption behavior of individuals in society. Examines the consumer decision process and the effect on consumer decision making of external environmental influences (culture, sub-culture, social class, reference groups, family, and personal influences) and of internal psychological influences (personality and lifestyle, learning, motives, perception, and beliefs and attitudes).

Additional Information

Faculty will contact all students after the Tuesday, December 22, registration deadline.

About the Instructor

Hyewon Cho

Assistant Professor of Marketing
Assistant Professor of Marketing Hyewon Cho joined the Stonehill College community in 2025. Her research explores how cultural values shape diverse consumer behaviors, including product preferences, technology adoption (e.g., AI usage) and gifting practices. Her work aims to uncover the underlying psychological and cultural mechanisms that drive consumption across global markets. Prior to joining Stonehill College, she taught in Hong Kong, South Korea and the United States, bringing an international perspective to both her teaching and research.

Questions? Contact Us

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registrar@stonehill.edu
508-565-1315
Duffy Academic Center – 112

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