Consumer Behavior embraces the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy their needs and desires. It also takes on how having things affects our lives, how our possessions influence the way we feel about ourselves, and each other, especially in the canon of social media and the digital age. Since we are all consumers, many of the topics have both professional and personal relevance to students, making it easy to apply them outside of the classroom. Marketing activities exert an enormous impact on individuals. Consumer behaviour is relevant To our understanding of both, public policy issues (e.g. ethical marketing practices) and of the dynamics of popular culture. The Web is transforming the way consumers interact with companies and with each other. Online commerce allows us to locate obscure products from around the world, and consumption communities provide forums for people to share opinions and product recommendations. In this course, the student will explore how perceptions, learning, memory, personality, and attitudes influence consumption behavior, how consumption changes during one's life cycle, and how powerful cultural and subcultural influences are on consumers. This course is designed to provide knowledge of: 1) the psychological foundations of consumer behavior 2) the mechanisms of influence that are most likely to lead consumers to change their attitudes, their beliefs, and, most importantly, their actions 3) how to engage these mechanisms in building persuasive communications This course imparts the fundamental concepts of consumer behavior with a parallel focus on today consumer in the digital ecosystem.