Coventry University program

Consumer Psychology

Explore the functions of competitor analysis, market research and the effectiveness of marketing thinking and creativity.

This program is part of the MSc Business and Organisational Psychology degree offered by Coventry University

Develop a critical understanding of the functions of marketing

Customer psychology plays a key role in today’s consumer driven world. Perceptions, attitudes and how consumers think are all vital to gaining an understanding of the customers’ mentality.

This program will provide insight to consumerism and buyer behaviour. You will consider aspects of advertising psychology, brand management, the selling process and time management.

You will have the opportunity to learn to apply individual differences and motivational theories in order to develop successful strategies for marketing, selling and advertising products.


5 courses

Delivered by expert academics

Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.

Please note that the staff described in the 'Who will you learn with?' section below may be subject to change.

  • Coventry University

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

Learning outcomes

On successful completion of this program, you should be able to:

  • Critically evaluate and provide in-depth understanding of the current theory and practice related to psychological approaches to marketing, sales and advertising in consumer psychology.

  • Identify and critically evaluate the problems and issues that arise in explaining research methods related to consumer psychology.

  • Demonstrate an in-depth knowledge of the underlying motivations, attitudes and perceptions of consumers, including analysis of related models.

  • Evaluate knowledge of consumer psychology methods and applications to applied contexts.

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