Consumers react to marketing information provided about a product. The topics discussed comprise an examination of basic psychological processes in a logical sequence: i.e., exposure, attention, perception, memory, persuasion, and decision-making. Advertising - and how consumers process ads - is the major vehicle used to clarify these concepts. In addition, the course also furthers an understanding of consumer behavior by examining its social and cultural context, including the influence of group members (such as family and other important referents) on decision making and perception, and the nature and importance of cultural differences in consumer behaviour around the world. Thus, this course both a micro and macro perspective on the factors influencing a customer.