Duration 2 weeks
Weekly study 10 hours
Understand how effective advertising relates to consumer cognition
Describing how consumers make choices is fundamental to understanding consumer behaviour. Consumer cognition is a relevant aspect that will have an impact on consumer choice and behaviour.
This course will introduce the different aspects of consumer cognition. It will explore concepts such as perception, learning and attitudes.
It will also explore the relationship between consumer cognition and consumer patterns.
Finally, it will explore advertising, linking it to consumer cognition.
What topics will you cover?
- Perceptual processes
- Cognitive and behavioural learning
- Attitudes and behaviour
- Consumer cognition and consumer patterns: brand knowledge, brand equity and brand extension
- Advertising psychology
Who is the course for?
This course is for people seeking a better understanding of how consumers make choices and the links of advertising to consumer cognition.
Please note that the staff described in the ‘Who will you learn with?’ section below may be subject to change.