The study of consumer behavior is the study of the processes involved when individuals (or groups) select, purchase, use, and share products, services, or experiences to satisfy needs. This course is intended to enhance your understanding of consumer behavior and how it can be utilized by marketing practitioners to develop more effective marketing strategies. We use the Customer Journey framework as the basis for analyzing consumer behavior. We examine the psychological processes at each stage of the customer journey, identify relevant touchpoints based on these psychological processes, and consider how firms can affect the consumer via those touchpoints. Observing and thinking about your daily consumption choices will enhance your understanding of consumer behavior.