經濟學和消費者行為學均是一種探討人類行為的科學，本課程希望從環境面、消費者面，以及組織面等三個面向切入，完整地探討影響消費者行為的主要面向，討論諸如次文化、社會階層、參考群體，以及家庭對消費者行為的影響，並輔助以國內外（包括中國大陸）實際案例，以期能藉由豐富的案例來加強與輔助理解與說明。

This course aim to create good managers who understand their customers. In this course, I will discuss social influences (reference groups, competition, and tipping points) in the context of business problems. Your group project will be an attempt to help consumers make better decisions. Finally, I will discuss ways to handle practical business problems, such as customer selection, customer complaints, loyalty programs, advertising, and more.

Lecture notes and cases will be distributed in class