This seminar focuses on psychological processes in consumer judgment, decision making, and behaviour. The perspective is that of the marketing researcher who seeks to describe, predict, control, and especially to explain diverse consumer behavioural phenomena. The seminar provides an overview of commonly employed research methods as well as an overview of some of the most important empirical investigations of judgment and decision making. Each student is expected to (a) provide critical evaluations of the assigned articles in class discussions, (b) discuss possible follow-up studies for the assigned articles, (c) design an empirical consumer judgment research project (including manipulations and measures; actual data collection is encouraged after completing this seminar), (d) describe this project in an ACR-style paper (20-page limit), and (e) to write creative, insightful, analytic, and synthetic essays during the final exam.