In this module, you will be introduced to the benefits of the shopper, buyer and consumer and also the total product concept. You will also be introduced to the process a consumer uses to make decisions as well as the Engel, Kollat and Blackwell (EKB) model and studying consumer behaviour.

In this module, you will be introduced to problem recognition and information search as well as actual state verses desired state and opportunity recognition. You will also be introduced to the types of information search as well as marketplace information sources.

In this module, you will be introduced to alternate evaluation and the consumer benefits of evaluative criteria as well as the two types of consumer sets. You will also be introduced to the consumer decision rules, the initial commitment by consumers, as well as how consumers choose among outlets.

In this module, you will be introduced to product and service consumption, consumption situation and also consumption effects on consumer satisfaction. You will also be introduced to purchase-associated cognitive dissonance, as well as post-purchase behaviour.

You need to score 80% or more to pass.

In this module, you will be introduced to psychophysics, sensory perception and the Gestalt theory of perception. You will also be introduced to product/service perception, inductive inferences, and how information is captured and stored in memory.

In this module, you will be introduced to the probability theory of learning, classical conditioning, and also rewards and punishment. You will also be introduced to consumer motivation and models to explain motivation, as well as how consumers experience emotions.

In this module, you will be introduced to the cognitive component of consumer attitude, and also the strategies to change consumer beliefs. You will also be introduced to the Fishbein model, the belief-importance model, and the behaviour component of consumer attitude.

In this module, you will be introduced to communication effects, the hierarchy-of-effects models, and the integrated information-response model. You will also be introduced to the extended dual mediation model as well as the elaboration likelihood model.

You need to score 80% or more to pass.