Online course

The Personal Consumer

Learn how individual differences make consumers behave differently.

  • 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

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?

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.