Psychology of consumer behaviour

What you'll learn

• Explain the influence of the physical environment on consumer behaviour, including architecture, layout, music, lighting, colour, and smell.
• Describe how the psychological environment, such as cognitive maps, crowding, personal space, and menu design, affects consumer decisions.
• Evaluate different models and strategies of consumer decision-making, including utility theory, satisficing, prospect theory, and heuristics.
• Analyse the impact of product-related factors like packaging, positioning, sales techniques, and advertising on purchasing decisions.
• Discuss the role of cognitive processes, emotions, and individual differences in shaping consumer behaviour.
• Apply psychological research findings to real-world retail and leisure environments to influence consumer actions.
• Evaluate the strengths and weaknesses of research methods used in consumer psychology, considering ecological validity and control.
• Consider the ethical implications of manipulating consumer behaviour through environmental and marketing strategies.

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