Consumer Behavior and Psychology

Consumer Behavior and Psychology
Course Overview

This course offers an in-depth examination of the psychological and behavioral factors that drive consumer decision-making in today’s dynamic marketplace. Designed for MBA students, it provides a comprehensive understanding of how individual, social, and cultural influences shape consumer preferences, perceptions, and purchasing behavior.

Through the integration of psychological theories and marketing strategies, students will explore key concepts such as motivation, perception, learning, attitude formation, and decision-making processes. The course also delves into advanced topics such as Neuromarketing, where students will engage with curated content including a detailed video lecture from Copenhagen Business School on brain behavior in consumer contexts. Concepts such as scarcity marketing, bandwagon effect, decoy effect, and other cognitive biases will be illustrated through real-world examples and neuromarketing commercials.

Course Structure:
Delivered across three interactive sessions, this course combines academic insight with practical application, equipping students with the analytical tools to understand and influence consumer behavior effectively in local and global markets.

Resource Person:
Dr. Sazzad Hassan, DBA
Facilitator, Western State University

Contact Information:
For further details or inquiries, please contact Mr. Mustasim at +880 17 4282 7823.