Social and Consumer Psychology focuses on the psychological factors influencing consumer behavior, including purchase behavior, effect of social influence, information processing of productmarketing messages, motivated goal and decision making, and assessment of marketing and advertising communication effectiveness. How organizations manage brands and situational change through leadership, structure and processes is also addressed.Core concepts in perception, memory, social psychology, motivation, self-regulation, industrialorganizational and personality psychology are applied to consumer behavior. Statistical and research methodology training is intrinsic to the field of social and consumer behavior. The unique combination of NYU’s resources enables students to study social psychology and consumer behavior from a research perspective. Access to courses and faculty in other departments and schools within NYU allows a student to select and prepare for different career directions.