The course provides a rigorous coverage of a broad range of theories, frameworks, concepts, and tools to truly get into the hearts, minds, and brains of consumers and uncover insights that are relevant for business and policy. Topics include: 1) how consumers make decisions; (2) how to uncover consumers' true motivations using both qualitative and psychophysiological methods (3) needs, and wants; (4) unconscious drivers on consumer behavior (e.g., social influence and evolutionary forces); (5) feelings and emotions in consumer behavior; (6) how consumers' minds work (e.g., how to attract their attention, how consumers perceive things, how to influence their memory); and (7) cultural determinants of consumer behavior.

The course provides a rigorous coverage of a broad range of theories, frameworks, concepts, and tools to truly get into the hearts, minds, and brains of consumers and uncover insights that are relevant for business and policy. Topics include: 1) how consumers make decisions; (2) how to uncover consumers' true motivations using both qualitative and psychophysiological methods (3) needs, and wants; (4) unconscious drivers on consumer behavior (e.g., social influence and evolutionary forces); (5) feelings and emotions in consumer behavior; (6) how consumers' minds work (e.g., how to attract their attention, how consumers perceive things, how to influence their memory); and (7) cultural determinants of consumer behavior.