Online course

Consumer Behaviour and Psychology

Learn about the origins of consumer psychology and examine how consumer behaviour can be influenced by a range of factors.

This course is part of the program Consumer Psychology, which is one of the building blocks that leads to a degree in MSc Business and Organisational Psychology. Find out more.

Understand how consumer psychology affects the lives of customers and companies

Have you ever wondered why you buy one brand of cereal over another? Or why you might react to different types of advertising? Your decisions are motivated by a number of factors. The study of these factors is called consumer psychology.

On this course you will explore what consumer psychology means and how it’s related to the rise of a consumer society. You will be introduced to basic marketing concepts and you will understand how these concepts affect the relationship between customers and the companies. And you will reflect on how consumer psychology impacts the decisions you make everyday.

What topics will you cover?

  • What is consumer psychology?
  • Consumer psychology and the consumer society
  • Consumer-oriented marketing
  • Consumer choice and decision making

When would you like to start?

What will you achieve?

By the end of the course, you'll be able to...

  • Describe consumer psychology
  • Assess the importance of consumer psychology
  • Explain how consumer psychology grew in parallel with the consumer society
  • Distinguish between consumer psychology, consumer behaviour and marketing
  • Describe consumer-oriented marketing
  • Apply the concepts of market segmentation and product positioning
  • Describe the process of consumer decision making
  • Explain the product lifecycle

Who is the course for?

This course is for people seeking a better understanding of consumer psychology and how it affects the decision-making process of both individuals and companies.

Who will you learn with?

Andre Soares

Andre Soares PhD, MSc, BSc, FHEA, CPsychol – Senior lecturer in Business and Organisational Psychology and course director for MSc Business and Organisational Psychology at Coventry University

Who developed the course?

Coventry secured a gold rating in the UK government’s 2017 Teaching Excellence Framework (TEF) and is the country’s top modern university in the Guardian University Guide 2018.

Learners collage mobile

Join this course

Free
$0

  • Access to this course for 4 weeks
  • Includes any articles, videos, peer reviews and quizzes

Upgrade
$69

  • Unlimited access to this course
  • Includes any articles, videos, peer reviews and quizzes
  • Certificate of Achievement to prove your success when you're eligible
  • Download and print your Certificate of Achievement anytime

Advance your career with a degree

What's different about this course?

Since 2017 you have been able to take a degree on FutureLearn. This free course is a bit like a starter course for a degree — it should give you a flavour of the degree subject but can also be your first step towards a degree qualification.

If you enjoy this course you can apply to join the program it’s part of to start working towards a degree on FutureLearn.

Don’t worry, you can still take the course without doing a full degree!

How do degrees work on FutureLearn?

Do the free course
Join and complete the program
Get academic credit for an online degree from Coventry University

Which program and degree is this course part of?

This course is part of the program Consumer Psychology, which is one of the building blocks that leads to a degree in MSc Business and Organisational Psychology.