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.
What topics will you cover?
- Identity and consumption
- The emotional consumer
- Motivation and lifestyle
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.