Online course

Consumer Decision-making and the Consumer Environment

Learn how the consumer environment affects consumer decision-making and behaviour.

Consumer Decision-making and the Consumer Environment

  • Duration 2 weeks
  • Weekly study 10 hours

Understand how the consumer environment affects a consumer’s decision-making

This course focuses on the impact of the consumer environment on consumers’ behaviour.

It will explore the impact of the physical environment on consumer behaviour, including the analysis of in-store behaviour, crowding and atmospherics.

It will also explore the impact of the social environment on consumer behaviour. In other words, you will be able to understand the impact of reference groups, family and culture on consumer behaviour.

Finally, it explores the relationship between consumption and happiness and presents recent developments in research about online consumption.

What topics will you cover?

  • Consumers in context
  • Consumers in society
  • Consumers and the internet
  • Consumption and happiness

What will you achieve?

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

  • Discuss the impact of the physical environment of consumer behaviour
  • Explain the processes by which consumers are influenced by their social environment
  • Identify the main social influence theories and explain how they apply to consumer behaviour
  • Discuss the difference in behaviour between internet shopping and in-store shopping
  • Explain the process of internet decision-making
  • Explain the social nature of the internet and its impact on consumer behaviour
  • Discuss the relationship between shopping and happiness
  • Compare advantageous consumption with disadvantageous consumption

Who is the course for?

This course is for people seeking a better understanding of the impact of the physical environment on consume behaviour.

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?

Andre Soares

Andre Soares

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

Who developed the course?

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.