Module 1 : Introduction to Consumer Behavior (15 Lectures)
(a) Why Study Consumer Behavior?
(b) Historical Perspectives on Consumer Behavior
(c) Consumer Behavior and Brand Success – Consumer Value, Satisfaction, Trust and Retention
(d) Theories of Consumer Psychology
(e) Advertisement : Psychology of Consumer

Module 2 : Consumer Motivation and Emotion (15 Lectures)
(a) What is Consumer Motivation and Emotion?
(b) Motivation as a Psychological Force – Needs, Goals and Rational Versus Emotional Motives
(c) Motivational Theories and Consumer Behaviour
(d) Emotional Influences on Consumer Decision Making
(e) Maslow’s Hierarchy of Needs and Consumer Needs