Psychology of Consumer Behavior

PSY

255

Psychology of Consumer Behavior

This course provides an introduction to the field of Consumer Behavior from apsychological perspective, examining consumer preferences and decision-making in response to persuasive messages. Psychological theory and research (e.g. attention, emotion, neuroscience, cognition) will be applied to consumer behavior,with an emphasis on methodologies typically used in psychological consumer research (e.g. recall/recognition, physiological measures, surveys). The goals of thiscourse are to provide the insights needed to help individual consumers make betterdecisions, and to help marketers to develop more effective campaigns.

Fall, Spring

Undergraduate

Yes

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