PY5411 - Consumer Psychology

How are buying decisions made, and what are the factors that influence consumer behaviour? These questions relate to consumer psychology, which is an applied area of psychology. Consumer Psychology (this subject) explores consumer behaviour and the factors that influence consumers' perception, information processing, and decision making. The subject will introduce theoretical principles in the field, and will explore cultural, situational, and psychological influences on consumer decision making. The subject will also examine buying patterns, various persuasive and branding strategies, the role of online persuasion strategies, why some people are easily influenced, and why market persuasion tactics sometimes fail.

Learning Outcomes

• Identify and define the principles of consumer psychology;
• Appraise the factors that drive consumer decisions;
• Compare and contrast classic and contemporary theoretical approaches to consumer psychology;
• Evaluate the power of the consumer response in driving and changing corporate strategies and functions.

Subject Assessment

• Oral > Presentation 1 - (20%) - Group
• Participation > Class participation - (10%) - Individual
• Written > Case report 1 - (40%) - Individual
• Written > Case study analysis - (30%) - Individual.

Special Assessment Requirements

Achieve a cumulative score of at least 50% after the application of any penalties, and attempt and submit all assessments.

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.