Online course

Understanding Consumer Cognition

Learn how consumers think and how effective advertising relates to consumer cognition.

Understanding Consumer Cognition

  • 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

What will you achieve?

By the end of the course, you'll be able to...

  • Describe perception
  • Discuss the relationship between perception and consumer behaviour
  • Apply the concept of perception to the consumer's perception of the marketing mix
  • Evaluate the differences between cognitive and behavioural learning
  • Discuss the different methods of measuring attitudes
  • Discuss the relationship between consumer cognitions and consumer patterns
  • Apply cognitive psychology to advertising

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.

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.