พฤติกรรมผู้บริโภคและการตัดสินใจเชิงพฤติกรรม

Consumer Behaviour and Behavioural Decision Theory Exposure to the academic field of consumer decision-making. Integration of theories from psychology, economics, and behavioural accounting. Exploration of how consumers arrive at certain decisions and what factors facilitate and hinder this process. Topics may include prospect theory, mental accounting and preference reversal.