DIPLOMA IN PSYCHOLOGY OF CONSUMER BEHAVIOUR

The Professional Diploma in Psychology of Consumer Behaviour takes elements from psychology, sociology, social anthropology, marketing and economics, especially behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour.

The Professional Diploma in Psychology of Consumer Behaviour is based on theories developed in psychology and builds a bridge to various marketing concepts. The conceptual framework of the course breaks the causes of behaviour up into types of psychological responses such as, perceiving, reasoning, feeling, learning, or remembering.

These psychological responses intervene between the marketing mix (input) and the behaviour of consumers, such as purchase or usage (output). The psychological responses hence provide a framework as to why certain marketing inputs lead to certain outputs, that is, a framework to derive strategically relevant consumer insights.

The course also reviews a range of simple but powerful levers that can influence consumer behaviour in unexpected ways.

The Diploma in Psychology of Consumer Behaviour is part of our College of Psychology.

Background

According to Sabine Kuester, “Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants. It is also concerned with the social and economic impacts that purchasing and consumption behaviour has on both the consumer and wider society”.

The subject takes elements from psychology, sociology, social anthropology, marketing and economics, especially behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour.

Kahle, Minton et al, consider the characteristics of individual consumers such as demographics, personality lifestyles and behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand people’s wants and consumption are all investigated in formal studies of consumer behaviour. The study of consumer behaviour also investigates the influences, on the consumer, from groups such as family, friends, sports, reference groups, and society in general.

There are various types of marketing mix decisions examined on this Diploma in Psychology of Consumer Behaviour and each one focuses on a type of decision (e.g., pricing, advertising, creating experiences). Within this context of the course we then consider psychological principles that predict how consumers typically respond to different decisions the marketer could take.