Line of Research: Marketing

Most consumers' attitudes and behavior are affected by cognitive mechanisms and emotional states. If researchers want to understand typical consumers' responses such as impression formation, perception, evaluation, memory, and decision, they should understand the cognitive & emotional aspects of the human being. This course focuses on theories and methods (mostly experimental methods) relevant to a deeper understanding of the role of cognition and emotion in Consumer Behavior (CB) research. It is designed to foster critical and original thinking on relevant and recent literature. The primary purposes of this course are:

i) To present the fundamental and contemporary theoretical perspectives of cognition and emotion in CB;

ii) To provide a solid basis for the student to critically evaluate the scientific literature in the area of cognition and emotion in CB;

iii) To enable students to develop their own ideas about an original research topic, as well as their ability to implement theoretical and empirical research on the underlying mechanisms that explain consumers' responses.