Topics: Consumer Psychology

(4 Credits)

This course examines the psychological factors that influence how consumers think, feel, and make decisions in the marketplace. Students will explore key topics such as perception, attention, memory, motivation, attitudes, and decision-making, and how these processes shape consumer choices and brand interactions. The course also considers the role of social and cultural influences on consumers. Through case studies and applied exercises, students will learn how psychological insights can be used to better understand consumer behavior and inform marketing strategies, product design, and communication. The course emphasizes practical applications in real-world business contexts.