Free Online Course on Consumer Psychology | Alison

Diploma in Consumer Psychology

Free online course on consumer psychology, the EKB model as well as the strategies used to change consumer beliefs.

Free Course
The free online consumer psychology course will teach you about the shopper, buyer and consumer benefits, the consumer decision making process, the Engel, Kollat and Blackwell model as well as studying the consumer behavior. You will also learn about product and service consumption, the Gestalt theory of perception, capturing information, and brand loyalty as well as the cognitive, behavior, and emotive components of consumer behaviour.
  • Duration

    10-15 Hours
  • Assessment

  • Certification

  • Responsive

  • Publisher






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In this course, you will learn about the benefits of the shopper, buyer and consumer, consumer decision making process, as well as the Engel, Kollat and Blackwell (EKB) model and studying consumer behaviour. Problem recognition, and information search, as well as the types of information search will also be covered in the course. Then, you will learn about alternate evaluation and the consumer benefits of evaluative criteria, as well as how consumers choose among outlets.

The course will also teach you about product and service consumption, consumption situation, as well as post-purchase behaviour. Psychophysics, sensory perception and the Gestalt theory of perception as well as how information is captured and stored in memory will also be covered. Then, you will learn about the probability theory of learning, classical conditioning, and an introduction to consumer motivation, as well as how consumers experience emotions.

Furthermore, you will learn about the cognitive and behaviour components of consumer behaviour, strategies to change consumer beliefs, as well as the Fishbein model. Lastly, you will learn about the hierarchy-of-effects models, integrated information-response model, as well as the extended dual mediation model and elaboration likelihood model. Starting this course on consumer psychology will help the learner understand how consumers make their decisions about a brand and the product or service that is being offered.

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Overview of Foundation of Consumer Behaviour

Need and Information Search

Alternate Evaluation and Choice

Consumption and Post-Purchase Behaviour

Diploma in Consumer Psychology - First Assessment

Consumer Perception and Cognition

Mood, Emotion and Cognition

Consumer Attitude

Marketing Communications

Diploma in Consumer Psychology - Second Assessment

Course assessment

Learning Outcomes

Having completed this course, you should be able to:

  • Discuss the shopper, buyer, consumer benefits and the total product concept.
  • Examine the consumer decision making process.
  • Identify the components of the Engel, Kollat and Blackwell model.
  • Identify the two types of consumer sets and evaluation criteria.
  • Discuss product and service consumption and consumption situation.
  • Discuss sensory perception and the Gestalt theory of perception.
  • Examine consumer categorization in terms of perception and cognition.
  • Identify the two conceptualizations of service quality.
  • Examine how information is captured, retained and retrieved from the memory.
  • Discuss how rewards and punishments influence consumer behaviours.
  • Discuss how to use the Fishbein model to change affective responses.
  • Identify how to use comparative messages and message execution.


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

Alison offers 3 types of Diplomas 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, posted to you with FREE shipping
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All Diplomas are available to purchase through the Alison Shop. For more information on purchasing Alison Diplomas, please visit our FAQs. If you decide not to purchase your Alison Diploma, 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 Diploma pricing, please visit our Pricing Page.



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