The scope of consumer psychology goes beyond studying the act of buying. It embraces the study of how having things affects peoples lives, and how their possessions influence the way they feel about themselves and about others. Moreover, it discusses the complex interrelationships between individual consumers and their social realities and examines how products, services and consumption activities contribute to the broader social world.

The objectives of the module are to acquaint students with consumer behavior, the decision making process, the factors that influence consumers, the learning process, memory and attitudes, the self and its influences on behavior.

• The decision making process and the cultural aspects affecting it.
• The Internal influences on consumer behavior such as perception, learning and memory, attitudes and persuasion.
• The External influences such as group and situational effects
• Consumer identity with respect to sex roles, subcultures, social class and lifestyles.
• The Networked consumer

Michael R. Solomon, “Consumer Behavior: Buying, Having, and Being”, 11E, Pearson Education Inc., New Jersey.