The purpose of this course is to introduce students to a diverse range of methods and data for testing theories of consumer choice behaviour. Increasingly, research in the social sciences (and marketing in particular) requires strong analytical skills and tight integration between theory and data. From a conceptual standpoint, this course will cover a range of theories in cognitive psychology and their application to marketing practice. From a methodological standpoint, it will develop analytical computational skills that are becoming necessary for success as a researcher, regardless of field. Key themes will include the benefits and integration of laboratory and field data. It will discuss various sources of data, including choices, response times, attitudinal ratings, and physiological measures, and their appropriateness for testing theory. There will be an emphasis on developing methodological skills and computational workflow, so that students can apply these techniques to their research.