• Coventry University logo

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

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...

  • 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?

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

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