Consumer Psychology is a course about the processes of consumption which include selection, purchasing, using, and discarding goods, services, ideas, and experiences. This course examines the implication of psychological and societal factors that affect the processes of consumption. Proper understanding of the interaction between mind and environment behind consumer behavior is crucial for those students who desire to work at marketing sectors. The goal of this course is to provide the foundations to understand consumer insight – the desires and necessities that are on the surface of consumers’ conscious thought and the deeper, possibly unconscious motives that drive human behavior at an implicit level. To achieve this goal, students will be exposed to a thorough understanding of the internal and external factors that influence consumer behaviour. Working in an area that is so critical to almost every business activity brings a high degree of excitement and a justifiable sense of importance.
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