Covers both consumer buying behavior and organizational buying behavior. Consumer behavior topics include needs and motives, personality, perception, learning, attitudes, cultural influence, and contributions of behavioral sciences that lead to understanding consumer decision making and behavior. Explores differences between business and consumer markets, business buying motives, the organizational buying center and roles, and the organizational buying process. Required for marketing majors. Prereq., BCOR 2400. Restricted to students with 52 hours completed. Prerequisites: Requires pre-requisite courses of BCOR 2050 or 2400. Restricted to Business or ADVT Majors and 52-180 hours completed.