Understanding consumers is important to every business. However, consumers’ minds are not always easy to understand. This course provides an overview of theories that best explain how consumers arrive at their judgments and choices. The course will review important theories in economics and psychology that provide the foundation for behavioural marketing. This course will then apply these theories and principles to real-world marketing problems. Consumer behaviour is influenced by many factors such as whether the market is retail or online, whether the consumer is a woman or a man, whether the product is hedonic or utilitarian... Students will be provided with an introduction to the psychology of perception, information processing, emotions and decision-making. This course will also examine the influences of the social environment, culture and situational factors on consumer behaviour.

Prerequisites: None