This course examines the psychological dimensions underlying consumer interactions with fashion and luxury goods. It explores how perception, identity, motivation, emotion, and social influence shape attitudes and behaviors toward luxury consumption and fashion choices. Drawing from psychology, consumer behavior, and cultural studies, the course offers insights into the symbolic meanings and personal significance attached to fashion and luxury products.
 

Topical coverage includes: the role of self-concept, lifestyle, and personality in shaping fashion and luxury preferences; psychological drivers of desire, status, and exclusivity; the influence of culture, reference groups, and media on consumer identity; and the emotional and experiential value of fashion and luxury consumption. 

Prerequisite: MKT201 Introduction to Marketing