Intro to Consumer Behaviour & Psychology

Course Overview

Are you interested in understanding the underlying motives, cognitive processes and emotional factors that drive consumer behaviour?  

The Intro to Consumer Behaviour & Psychology short course explores psychological principles that influence consumer decision-making and behaviour. The course will provide you with a comprehensive understanding of why consumers make the decisions they do. 

Delve into the motivations, perceptions, attitudes, personality traits, and social influences that drive purchasing behaviour. This interactive short course will give you valuable insights into the complexities of consumer dynamics. Furthermore, you will understand the influence of memory and learning on consumer behaviour, recognising how past experiences and acquired knowledge shape future purchasing decisions.  

Learn how to ethically harness insights from internal and external variables that impact consumer behaviour for successful marketing communication and campaigns. Explore how marketers use insights from consumer psychology to design compelling and resonant marketing messages, ensuring that campaigns effectively engage and persuade target audiences. 

Overall, this course aims to equip you with a deep understanding of the psychological principles driving consumer behaviour, empowering you to make informed marketing decisions and develop effective marketing strategies to connect with consumers in diverse markets.  

Additionally, this course provides insight for individuals embracing the opportunities and challenges of the Fourth Industrial Revolution (4IR) and emerging technologies, such as artificial intelligence, big data analytics, and the Internet of Things (IoT), on consumer behaviour. Through a blend of theoretical knowledge and practical applications, learners will be well-equipped to navigate and influence the ever-evolving landscape of consumer behaviour in the digital age. 

Time commitment

+/- 45 hours to complete this short course.

Is this course for you?

This course is for you if you’re looking to understand the intricacies of consumer behaviour and learn how to apply these insights to enhance your marketing strategies and campaigns. 

What is consumer psychology?

Consumer psychology is a compelling field that examines the ways in which individuals interact with and are influenced by the goods and services they buy or use. It investigates the underlying motives, cognitive processes, and emotional factors that drive consumer behaviour. By analysing how and why people make purchasing decisions, consumer psychology seeks to understand the complex interplay of mental and emotional influences on consumer choices. 

Dates and Registration

• Class of 2025 January – March
• Class of 2025 April – June
• Class of 2025 July – September
• Class of 2025 October – December

Short course classes are on demand allowing you to register at any time and move through course content at a time that suits you. Learners will have access to the course for the class period they choose when registering.

Certification

Upon completion, you will receive a digital certificate of completion. This certificate verifies your newfound knowledge and skills.

The Intro to Consumer Behaviour and Psychology short course has been designed and developed by experts in the field of psychology. The course is for learners seeking to grasp the psychological principles behind consumer behaviour. It will empower you to make informed marketing decisions and craft effective strategies to engage with consumers across diverse markets and requires approximately 45 hours of learning. 

What You’ll Learn

Through course videos, readings and discussions, you will explore the following topics:

• Introduction to consumer psychology 
• Consumer decision-making processes 
• Consumer attitudes 
• Perception, memory and learning in consumer behaviour 
• Individual differences and consumer behaviour 
• Marketing strategies and consumer psychology 
• Emerging technologies and consumer behaviour 
  

Course Outcomes

By the end of this short course you will be able to:

• Understand key theories and concepts in consumer psychology. 
• Discuss the evolution of consumer psychology and describe the role of the consumer psychologist.  
• Analyse consumer behaviour using psychological principles.  
• Identify the various stages of the consumer decision-making process, including problem recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation. 
• Analyse internal and external factors that influence consumer decision-making, including psychological, social, cultural, and situational variables. 
• Explain the psychological processes involved in the formation of consumer attitudes. 
• Describe how attitudes impact the consumer decision-making process and contribute to brand loyalty, product adoption, and repeat purchase behaviour. 
• Examine the role of reference groups and social norms in shaping and reinforcing consumer behaviour and attitudes. 
• Examine how consumers perceive and interpret information from their environment. 
• Investigate how cognitive processes, such as attention, perception, and memory, influence consumer responses to advertising messages. 
• Apply theories of memory and learning to understand how past experiences influence consumer behaviour and how it affects product recall, recognition and brand loyalty. 
• Explain how individual differences, such as personality traits and lifestyle, shape consumer preferences and purchasing decisions. 
• Examine how self-concept, including self-esteem and self-image, influences product choices, brand affiliations, and consumer decision-making. 
• Understand how consumers use products and brands as symbolic expressions of their identity and values. 
• Explain Marketing Alignment: How aligning marketing strategies with consumer psychology can enhance the effectiveness of marketing messages and product positioning. 
• Explain Marketing Insights: How insights into consumer behaviour can inform marketing strategies and lead to better engagement with your target audience. 
• Analyse the role of digital platforms and smart technologies in creating personalised and seamless customer experiences. 

The Team

Our short course developers are expert practitioners. They have been selected for the breadth and depth of experience in their respective disciplines. The team loves sharing their knowledge and online learning expertise to help you get the most out of your learning journey.