BUSI 612Promotions Project Competitive Insights Essay Consumer Behavior (CB) is the psychology of marketing. One "official" definition of Consumer Behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Marketing departments across the country have battles that rage between the Marketing and CB faculty members. More and more B-Schools are starting to adopt one philosophy or the other. At the core of this debate (some say battle) is should marketing focus its efforts on the processes consumers employ in their purchase and post-purchase behavior (CB) or should the efforts be concentrated on a better understanding of the external factors, or demand shifters that drive consumer purchase behavior. PLEASE SEE INSTRUCTIONS AND GRADING RUBRIC. THANK YOU!