This course introduces students to basic theories of and research in consumer behavior with balanced perspectives of social psychology as well as behavioural decision theory. You are expected to develop a solid foundation for critical thinking in the area of consumer behaviour by taking this course. The focus of this course is on understanding current theoretical and methodological approaches to various aspects of consumer behaviour, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base. For each topic, a range of articles from old classics to new research will be assigned. Given the time constraints, this course cannot cover all of the important papers or even the topic areas in the field. To fill these gaps and to familiarize themselves with the breadth of consumer behaviour research, students are encouraged to peruse the last five years of the field's journals (e.g., JCR, JMR, and JCP) and also stay up-to-date on the latest issues in these journals.