On completion of this course, students should be able to:

• Apply key psychological concepts that shape online shopping behaviour, including cognitive biases, heuristics, emotions, and personalization.
• Identify how trust signals, website design, and transparency influence consumer confidence and purchase decisions.
• Distinguish how businesses use persuasion techniques to influence online consumers.
• Analyze the psychological factors behind cart abandonment, decision fatigue, and pricing strategies, and propose solutions to enhance conversions.
• Examine emerging trends such as AI, neuromarketing, and predictive shopping, and assess their ethical implications for businesses and consumers