In this module students will learn the paramount importance of customers' decision making process  at "the moment of truth".

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After completing this module students will understand:

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1. The importance of the concept of a "competing for choice" and how is it linked  to the concept of "self" at the moment of truth.

2. Consumer's decision making processes.

3. The psychology of branding and neuromarketing

4. The concept of preference

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