Psychology of Consumer Behaviour

Consumer psychology is an applied social science discipline that draws on theories and concepts of psychology to study why people buy things. Consumer psychologists try to find the underlying cognitive processes and behaviours that can help to explain consumers’ choices; and how consumers respond to the influences of marketing persuasions and external stimuli in their buying decisions. The main strategy of this course is to evaluate and debate on the ways consumer activities are associated with the purchase, use, and disposal of goods and services, including the consumer’s emotional, mental, and behavioural responses that precede and follow these activities. The course will highlight on how environmental influences can shape consumer’s perception, information processing, and decision making. It examines branding strategies needed to reach targeted consumers, in both traditional and online platforms. Students will have the opportunity to study and frame psychological theories on the cognitive processes and behaviours that motivate buying decisions. By the end of the course, students should be able to use psychological concepts to understand, explain and anticipate consumer behaviour, and to critically evaluate how consumer behaviour fits into the larger field of marketing and psychology. This course on consumer psychology focuses on research-based approaches in understanding consumer decision making processes.

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