Browse Hierarchy BUS318: Consumer Psychology

A deep understanding consumers is critical for businesses that wish to meet and satisfy consumer needs. The module will help students to gain an in-depth understanding of what makes consumers buy some products and not others, how various psychological characteristics influence our consumer behaviours, how companies can best try to meet consumers' wants and needs, among other interesting topics. Building on a general understanding of marketing, this course develops a useful, conceptual understanding of psychological theories relevant to the study of consumer behaviour.