This course gives an overview of psychological knowledge as it pertains to capturing consumer insight, and includes a consideration of how consumers make decisions what factors influence consumer choice, and how managers can gain consumer insights and develop marketing strategy effectively. The course also reviews a range of "levers" that can influence purchase behavior in unexpected ways and at efficient cost. The course covers the major topics of consumer behavior, including decision-making process consumer motivation and brand loyalty, information processing and marketing communication. The course uses a mix of large cases, mini-cases, and lectures to advance these concepts.