People engage in consumer-related behaviour at just about every hour of the day.
Whenever we use products, from soap to light switches, cars to computers, we are engaging in behaviour that affects us. Changing channels on the TV, surfing the internet, or shopping for food are examples of how consumers get informed, make choices, and thereby shape the modern marketplace. Considering the ubiquitous nature of consumer behaviour in modern society, the advanced study of Experimental Consumer Psychology is important, relevant and useful. Tomorrow's businesses need people with knowledge and understanding of consumers so that they can be competitive, create jobs, and improve the quality of life for people in their communities. The psychology of perception, cognition, learning, memory, emotion and action are at the core of understanding consumer behaviour.