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Consumer Behaviour and Psychology

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

16,415 enrolled on this course

Consumer Behaviour and Psychology
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?

Start straight away and learn at your own pace. If the course hasn’t started yet you’ll see the future date listed below.

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.

Please note that the staff described in the ‘Who will you learn with?’ section below may be subject to change.

Who will you learn with?

Lecturer in Business and Occupational Psychology at Coventry University, Dr Anne Turner - PhD, FHEA, CPsychol, BSc (Hons) Research Interests Inc: Enclothed Cognition, remote e-workers Enclothed power

PhD Psychology, MSc Occupational & Organizational Psychology, BSc Psychology, MBPsS. Associate Lecturer in Occupational and Business Psychology at Coventry University. Qualified Psychometric Test User

Who developed the course?

Coventry University

Coventry secured gold in the UK Government’s 2017 Teaching Excellence Framework (TEF) and is University of the Year for Student Experience in The Times & The Sunday Times Good University Guide 2019.

  • Established1992
  • LocationCoventry

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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.

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