The primary focus for the master of science and doctoral programs in consumer behavior is the interdisciplinary study of consumer participation in the marketplace. A goal of research in consumer behavior is to employ theories from basic disciplines such as sociology, psychology, economics, and marketing to the study of the decision process, activities, and influences while individuals engage in the evaluation, acquisition, use of, and disposition of consumer goods and services.
Previous background in the social sciences, marketing, and economics is assumed. Students who do not possess this background may need to take supplementary coursework to build entry competencies.
Potential careers for consumer behaviorists include university teaching and research positions with market research firms.