Diploma in Applied Psychology - Consumer Behavior - Revised

Free Course
Gain a greater understanding of consumer behavior and marketing strategies.
Start Course Now
  • Duration

    10-15 Hours
  • Assessment

  • Certification

  • Responsive

  • Publisher





View course modules


The Diploma in Applied Psychology - Consumer Behavior will allow you to study the psychological processes behind the behavior of consumers and how they make their decisions. The beginning of the course reviews the nature and scope of consumer behavior and how the study of consumer behavior developed from other disciplines such as psychology and sociology into its own distinct branch of study.

The course will help you learn about the application of consumer behavior and how the study of consumer behavior helps marketers formulate suitable marketing strategies. The course then explains in detail the 'General Models' and the 'Specific Models' of consumer behavior. These theories explain how and why consumers behave in the way that they do and the impact of various factors on the buying decision process.

The nature and functions of attitudes are then introduced and you will learn about the four structural models of attitudes as described by researchers. You will also learn about how attitudes are formed and the factors which cause attitudes to change. The course also focuses on the two main theories that have been developed to explain how and why attitudes change, you will learn how marketers can use this information to design marketing strategies that positively influence consumers’ attitudes.

Finally, you will be introduced to the nature of personality and you will learn about the differences between personality types and personality traits. You will then review aspects of self-concept and self-image and see how these aspects help to shape each consumer’s personality. The course introduces theories of personality developed by psychologists and you will learn how marketers can adapt these theories throughout the design, development and implementation of marketing strategies.

This course will be of great interest to marketers and business professionals working in the area of consumer marketing who would like to learn more about the psychology of consumer behavior.

Start Course Now

Learning Outcomes

Having completed this course the learner will be able to:

  • Describe the nature, scope and application of consumer behavior;
  • Define consumer decision making;
  • Describe the consumer decision making process and its implications for a marketer;
  • Define and explain the meaning of Consumer Attitudes;
  • Explain Attitude Formation and Attitude Change;
  • Describe Attitude Change: The ELM Model,The Theory of Cognitive Dissonance, Theory;
  • Describe Consumer Attitude and its implications for marketers;
  • Describe the Models of Consumer Behavior;
  • Define the meaning of consumer personality;
  • Describe personality traits and personality types;
  • Describe the meaning of self concept and self image;
  • Describe consumer personality, self-concept and self-image and their implications for marketers.


All Alison courses are free to enrol, study and complete. To successfully complete this Diploma course and become an Alison Graduate, you need to achieve 80% or higher in each course assessment. Once you have completed this Diploma course, you have the option to acquire official Certification, which is a great way to share your achievement with the world. Your Alison Certification is:

Ideal for sharing with potential employers - include it in your CV, professional social media profiles and job applications
An indication of your commitment to continuously learn, upskill and achieve high results
An incentive to you to continue empowering yourself through lifelong learning

Alison offers 3 types of Certification for completed Diploma courses:

Digital Diploma - a downloadable Diploma in PDF format, immediately available to you when you complete your purchase
Diploma - a physical version of your officially branded and security-marked Diploma that is posted to you (with FREE standard shipping worldwide)
Framed Diploma - a physical version of your officially branded and security-marked Diploma in a stylish frame that is posted to you (with FREE standard shipping worldwide)

All Certification is available to purchase through the Alison Shop. For more information on purchasing Alison Certification, please visit our faqs. If you decide not to purchase your Alison Certification, you can still demonstrate your achievement by sharing your Learner Record or Learner Achievement Verification, both of which are accessible from your Dashboard. For more details on our Certification pricing, please visit our Pricing Page.

Course Reviews


You have received a new notification

Click here to view them all