This course explores the psychological aspects of consumer behavior, examining how people make decisions about what to buy and why. Topics covered include the influence of emotions, motivations, and attitudes on consumer behavior, as well as the impact of marketing and advertising on consumer decisions. The course also examines the implications of
Consumer behaviour is the study of individuals, groups, or organisations and all activities associated with the purchase, use and disposal of goods and services. It encompasses how the consumer's emotions, attitudes, and preferences affect buying behaviour, and how external cues—such as visual prompts, auditory signals, or tactile (haptic) feedback—can shape those responses. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics.