Consumer Psychology

0.5 credits · Undergraduate

What drives decision making in buyers and sellers? The scientific study of consumer psychology informs this applied question, focusing on the intersection of perceptual, cognitive, conscious, and unconscious influences. Topics in research methods and measurement, attention, psycholinguistic factors, and evidence weighting are highlighted. Parallels to social engineering are provided. Prerequisite: 8.0 university credits including one of PSYC 2019H or ECON-ADMN 2200H; and one of PSYC 2400H, 2600H, or 2700H. Equivalent to PSYC 3790H.