Consumer Psychology Ex Tax:

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1 Consumer Psychology Ex Tax: Technical data Course Hours: 100 Validating Body: Course Code: Course Prerequisite: Course Qualification: Exam Required?: UK Course Credits: US Course Credit Hours: Study Support: ASIQUAL. Asiqual awards qualifications at levels 3-7, which equate to undergraduate and postgraduate degree level. BPS107 No, start at anytime Level 4 Certificate in Consumer Psychology Finalised with exam/test 10 Credits 3 Credit Hours You'll be allocated your own personal tutor/mentor who will support and mentor you throughout your whole course. Our tutors/mentors have been specifically chosen for their business expertise, qualifications and must be active within their industry. Tutors are contactable by , telephone and through our Moodle Student Support Zone online. Tutors are there to provide assistance with course material, discuss, explain and give advice and support throughout the whole programme. Their feedback is vital to your success. Consumer Psychology course online. What makes someone buy a product? How can you utilize this in your business? When you understand why people make a decision to buy, or not to buy, you have a foundation for improving the marketing of anything. This is a different but very important and valuable course for anyone involved in sales, marketing or business of any kind. This is a basic introduction course to understanding the human mind when

2 buying a product. This Course is Taught By: Iona Lister Licentiate, Speech and Language Therapy, UK, Diploma in Advanced Counselling Skills. She has been a clinician and manager of health services for fifteen years, and a trainer for UK-based medical charities, focusing on psychosocial issues, mental health disorders, and also the promotion of communication skills for people in helping roles. As a freelance writer, she contributes articles for magazines, has written four published books, and has written course material on coaching and counselling related fields. Lesson Structure: Consumer Psychology BPS107 There are 8 lessons: People as Consumers Scope and nature of marketing Reasons for marketing Types of customers: loyal, discount, needs based, wandering, impulse Economic, economic, personal, apethetic shoppers

3 Understanding reward options: rational, sensory, social, ego satisfaction Influence on customers Physical factors Consumer problems Attitudes Beliefs Affects Behavioural intention Market Segmentation Geographic Demographic Age Sex Socio-economic Geodemographic Psychological segmentation Segmentation by usage Segmentation by benefit Global segmentation Entry into foreign markets Total Product concept Personal influences Diffusion of new products Internal Influences Perception & Personality The senses: vision, hearing and smell. Multi sensual marketing Thresholds of awareness Sensory adaptation Selective perception Perceptual distortion Perceptual cues Gestalt psychology The Phi phenomenon Subliminal perception Product image and self image Personality theory and application to marketing The MMPI The TATT The Rorschach Ink Blot Test

4 Non Freudean and Freudean theories Self theory Self image marketing Trait theory Brand personality Relationship segmentation Internal Influences -Motivation and Awareness Learning Behavioural approach Classical conditioning Operant conditioning Cognitive approach Memory and marketing Modelling Motivation Maslow's heirachy of needs Different motivations Inertia Involvement Antecendents of involvement Properties of involvement Outcomes of involvement Specific needs Unconscious motivation Creating needs Semiotics Social Influences Understanding society Family influences Family changes Family lifecycle Households Socialisation Institutional affects Consumer socialisation Family consumer decisions Roles Conflict resolution Changing roles

5 Social and developmental influences Influences on children Marketing and advertising Small groups, Formal and informal groups Membership aqnd reference groups Reference groups and consumer behaviour Variability of products Differences in consumer susceptibility Influence of social class Marketing and Consumer behaviour Cultural influences, communication, ideals and actualities Differences in culture: sub cultures, ethnicity, changes in culture Consumerism Why study the consumer What is a consumere History of consumerism Changes in consumer experience The supplier Business ethics International ethics The market place Consumer action False and deceptive advertising Methods of false advertising misrepresentation, insufficient details, price based methods etc Communication and Persuasion Attitudes and the concept of attitude towahow attitudes form How attitudes are changed Practical applications for marketing Message evaluation and selection Message execution Celebrity testimonials What words sell Deciding to Buy Making a decision Rational decisions Heuristic Procedures The decision making process -steb by step Merchandising Trend toward home shopping

6 Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading. Learning Goals: Marketing Psychology BPS107 Identify different categories of shoppers. Describe the key concepts of Market Segmentation Determine the role of perception and personality in the marketing process Determine the factors that motivate a consumer toward a purchase Define how social factors influence a consumers behaviour Discuss consumerism in the context of marketing. Determine the factors that influence consumer attitude and marketing communication and persuasion. Apply the concept of multi element buying decisions.