Diploma in Applied Psychology - Consumer Behavior | Online | Alison

Diploma in Applied Psychology - Consumer Behavior - Revised

Gain a stronger understanding of consumer behavior and learn how to influence consumers' decision-making processes.

Free Course
This free online course in applied psychology will introduce you to the fundamentals of consumer behaviour. An understanding of consumer behavior is key for marketing a product in a way that satisfies customers' demands. This is because understanding consumer behaviour allows us to gauge and control the factors that influence customers' decisions. This course will help you create marketing campaigns designed to leverage consumer behaviour.
  • Duration

    10-15 Hours
  • Assessment

  • Certification

  • Responsive

  • Publisher






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This course will first introduce you to the importance of studying consumer behavior. You will learn how this field of study developed, its applications, and the stages involved in the consumer decision-making process. You will study the main models of consumer behavior, how these models have been developed, and their implications for a marketer. You will look into the Howard Sheth Model of Consumer Behavior, study the work of renowned psychologists, and learn the applications of these models for the work of a marketer.

You will then study consumer attitudes to help you understand behaviors toward a brand, product, or service. The course will also discuss the nature and function of attitudes, including the structural models of consumer attitudes. Next, you will learn how attitudes are measured by marketers and how changes may come about. The course will then discuss the importance of personality as a factor in the consumer decision-making process as well as the ideas of self-image and self-concept.

By gaining a better understanding of the nature and functions of attitudes, how attitudes are formed, and what factors influence attitudes, you can influence the decision-making process of consumers. The Diploma in Applied Psychology - Consumer Behavior online course can help you design, develop, and implement marketing strategies that can help utilise individual consumers' buying personalities. So, check out the course today, and start enhancing your marketing skills.

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Introduction to Consumer Behavior

Introduction to the Consumer Decision Process

Introduction to Models of Consumer Behavior

Models of Consumer Behavior - Specific Models

Diploma in Applied Psychology - Consumer Behavior - First Assessment

Introduction to Consumer Attitudes

Consumer Attitudes - Measurement and Change

Theories of Personality

Diploma in Applied Psychology - Consumer Behavior - Second Assessment

Course assessment

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 an official Diploma, which is a great way to share your achievement with the world. Your Alison Diploma 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 for you to continue empowering yourself through lifelong learning

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