Weekly study10 hours
The Personal Consumer
Understand how consumers differentiate from each other
This course focuses on how the individual differences between consumers affect their consumer behaviour. It explores, for instance, the concept of personality and its impact on consumption.
Often consumers buy goods and services because they represent who they are. This course explores the relationship between identity and consumption.
It also explores the role of motivation and lifestyle on consumption. Finally, it acknowledges that consumers are not always rational and are also driven by their emotions.
- Identity and consumption
- The emotional consumer
- Motivation and lifestyle
Learning on this course
You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.
What will you achieve?
By the end of the course, you‘ll be able to...
- Explain how identities are formed
- Explain how people identify with products and brands
- Evaluate emotions and moods
- Discuss the relationship between cognitive processes and emotions
- Describe personality and motivation
- Discuss the importance of personality for consumer behaviour
- Explain the different motivations theory and their relationship with consumer behaviour
Who is the course for?
This course is for people seeking a better understanding of how the individual differences between consumers affect their consumer behaviour.
Please note that the staff described in the ‘Who will you learn with?’ section below may be subject to change.