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The Personal Consumer

Learn how individual differences make consumers behave differently.

The Personal Consumer
  • Duration

    2 weeks
  • Weekly study

    10 hours

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
  • Personality
  • 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.

Who will you learn with?

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

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.

  • Established

  • Location


Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control

Want to know more about learning on FutureLearn? Using FutureLearn