Program Overview

Through five modules you will learn about Consumer Psychology. We are proud that the teaching team includes renowned academics and our psychology research has been classified as world-leading and internationally excellent in the Government’s 2014 Research Excellence Framework (REF). You will be taught the workings of the consumer mind in order to explain why humans respond to different types of consumer stimuli. Specifically you will learn about what captures consumers attention, how their perception may be altered by different types of design element as well as factors that affect the consumer decision-making process.

You will also be taught social-psychological aspects of consumers’ functioning such as social influence tactics used in sales, persuasion and advertising alongside the role of consumer’s personality and identity. Furthermore, you will learn about the most commonly used statistical techniques as well as the theoretical and practical complexities of conducting psychologically based consumer research. You will be able to put your research skills into practice as you structure and execute your own piece of research.