This course examines how consumers interact and make decisions in digital environments, focusing on the psychological and social dynamics that shape their behavior. Students will explore the foundations of consumer behavior, including perception, learning, and memory, as well as the factors influencing attitudes and motivation in decision-making. The course also addresses consumer identity, lifestyle, and values, and analyzes the impact of social and organizational contexts on both physical and digital markets. By the end of the course, students will be able to apply these insights to design user-centered digital marketing strategies.