Consumer behavior is a fascinating field that studies individuals, groups and organizations, and the process they use to select, secure and dispose products, services, experiences or ideas.  The course blends psychology, sociology, social anthropology, economics and marketing, so as to understand the decision making process of buyers and discuss the factors that influence the complex nature of consumer behavior. The course examines a wide range of consumer behavior concepts, models, and emerging trends that are essential to the marketing success of today’s commercial firms, non-profit organizations, and government institutions alike.