This course is a graduate course in Consumer Behavior (CB) research, designed primarily for PhD students in marketing. The course aims to provide a strong foundation in consumer behavior theory and research, with particular emphasis on consumer judgment and decision making. The seminar draws primarily on the Consumer Information Processing (CIP) and Behavioral Decision Theory (BDT) perspectives. Through critical reading, discussion, and presentation of both classic and contemporary articles from leading journals such as Journal of Consumer Research, students will develop a comprehensive understanding of the consumer behavior literature while cultivating the critical thinking skills necessary to evaluate, extend, and contribute to existing research. By the end of the semester, students will be prepared to formulate theoretically grounded research questions, develop conceptual frameworks and hypotheses, and design and conduct original research.