BUY-ology: Science and Psychology of Buying
Osher Lifelong Learning Institute

This course will examine the buying process and the factors that influence the buying decision. What, when, and how we buy are easy questions to answer. Why we buy, dealing with the psychology of buying, is the more difficult question to answer. At a time in life when many of us are downsizing, does understanding buying behavior still matter? The answer is yes. We still make buying choices daily. Think about choosing which Osher classes to take, what birthday gifts to buy for grandchildren, or which movie to view. These are all buying decisions. From impulse to highly researched decisions, buying psychology takes many forms. We will examine the five-step buying process, the three different types of buying, and the outcomes, both positive and negative, of buying.