This is for students interested in investigating social and psychological foundations of consumer thought and behaviour. Course content is oriented toward basic principles of psychology and other social sciences and their application to a wide range of consumer activities. The primary goal of this course is to enhance understanding of consumer behaviour, from determining consumer needs to building customer relationships. Behavioural concepts from various social science disciplines are used to examine cultural and social influences, individual differences, motivation, learning, perception, memory, attitudes, decisions, and actions. The emphasis is on using this knowledge to capitalize on marketing opportunities.