Module Code 單元編號 GEG2049 Module Title 單元名稱 TREAT OR CHEAT? THE HIDDEN FORCES BEHIND THE BUYING SCENES Module Synopsis 單元概要 People in the world engage in an enormous amount of consumption almost every day. At the time we make purchases, the money-to-product exchanges usually happen so quickly without rational thinking. Therefore, consumers often feel regretful about the purchases they have made. Increasing the consequences of making unwise purchases, we consume not only for ourselves but also on behalf of the schools or companies that we work for. Therefore, the decision-making processes involved in consumption are critical and should not be overlooked. This course provides students with a platform to review their consumer behaviors and equip them with the knowledge and skills to be a sensible buyer. We will discuss some contemporary global issues in customer behavior. We will also discuss personality, cognitive biases, and cultural differences that prompt a buyer to pay without hesitation. At the end of this course, students will understand why some sales phenomena are that ‘Phenomenal’!