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Consumption plays a significant part in our everyday lives. Indeed, understanding the effects of what, when, how and why people consume is essential to understanding a great deal about humanity. Consumer psychology explores how perceptions, attitudes, beliefs, and emotions influence how people buy, and their relationships with the goods and services that they purchase.

On successful completion of this minicourse, students should be able to evaluate and analyse individual consumer buyer behaviour and apply technical knowledge of buyer behaviour concepts including: analysis of influences on perception and how this applies to consumer behaviour; understand the role of motivation, emotion and personality in purchasing and consumption, understand concepts of consumer attitudes to consumer behaviour; evaluate individual consumer buyer behaviour and analyse the influence of marketing on consumer decision making.

Please be advised that this minicourse is made up of four parts please see MKT8001 for the full course specification.