D616: Consumer Behavior

Consumer Behavior in WGU's Bachelor of Science in Psychology examines the buying behavior of consumers in the marketplace. It applies psychology, sociology, anthropology and economics to the question of why people buy what they buy.

Students often find the difficulty is application. Listing theories is easy, but showing how a specific influence affects a specific target market, then using that to shape a marketing strategy, takes careful reasoning.

What D616 Covers

WGU's guide describes consumer behavior theories, the consumer decision-making process, external influences such as reference groups, family and culture, and internal influences such as needs, motivation, personality and learning. Three competencies are listed:

Key Concepts Explained

The Decision Process

A common model runs from need recognition through information search and evaluation of alternatives to purchase and post-purchase evaluation. Involvement matters: a routine purchase is quick, while an expensive one is slow and researched.

External Influences

Reference groups, family roles, social class and culture shape what is seen as desirable. A strategy should name which influence is strongest for the target market and why.

Internal Influences

Motivation, such as Maslow-style needs, personality, perception and learning affect response to marketing. Repetition, for example, supports learning and recall of a brand.

Writing a Strong Analysis

Strong answers pair theory with a concrete example and a strategy implication. A simple three-part pattern works: concept, evidence from the scenario, marketing action.

Segmentation and Strategy

To apply internal and external influences you first need a clear segment. Define the consumers by who they are and what they want, not only by age.

Attitudes and Learning

Attitudes combine beliefs, feelings and intentions. Marketing can shape each, using information for beliefs, imagery for feelings and trials or incentives for behavior. Learning through repetition or reward helps build brand habits.

Post-Purchase Behavior

Satisfaction depends on expectations. A product that meets promises builds loyalty, while a gap creates dissonance and complaints, so strategies should include follow-up and support, not just selling.

Preparing for the Assessment

Because the competencies require applying knowledge to a target market, select your example early and keep using it across sections, so the analysis reads as one coherent strategy.

• Describe the product, the segment and the buying situation.
• Explain the role of consumer behavior in meeting needs and reaching organizational goals.
• Apply at least two external influences with evidence.
• Apply at least two internal influences with evidence.
• Conclude with the combined marketing strategy and how you would test it.

Where Students Get Stuck

• Only internal or only external factors. The competencies need both.
• Theory without application. Tie each concept to a target market and a tactic.
• Generic audiences. Define the consumer segment clearly.
• Ethics ignored. Note where persuasion should be fair and transparent.

Study Tips for D616

• Choose one brand you know well and practice analyzing it.
• Make a table of internal and external influences with one example each.
• Use psychology terms accurately, such as motivation, perception and attitude.
• Check each competency against the rubric before submitting.

How We Help with D616

Send the prompt, the rubric and your draft. We can explain the theories, review your analysis, or prepare a model example. You complete and submit your own work under WGU's policies.

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