This course studies how an understanding of consumer behaviour informs the development and implementation of communication campaigns in Hong Kong and Asia. It examines the consumer decision-making process and how it varies for different types of purchases; the psychological processes involved, including the consumer learning process; and external factors such as culture, social class, group influences and situational determinants. Global consumer issues including the effects of social networks and consumer activism on companies’ communication strategies will be examined. Application of current theories and research findings in cross-cultural consumer studies will be emphasised.