Understanding why people buy what they buy

Consumption is so prevalent that we are often unaware of its importance in shaping our lives.This course adopts a psychological approach to consumer behaviour and, with examples of marketing in practice, explores the complementary experience of the individual consumer and individual marketer.
Topics covered
  • People as consumers.
  • Consumer society
  • Market segmentation.
  • New products and innovations.
  • Perception.
  • Personality and the self.
  • Learning, memory and thinking.
  • Motivation.
  • Family influences.
  • Social and developmental influences.
  • The influence of small groups.
  • The influence of social class.
  • Cultural influences
  • Attitudes
  • Communication and persuasion.
  • Approaching a decision.
  • The decision and its consequences.
  • Models of consumer behaviour.
  • The future consumer.

Sample our online resources

Here’s a little look at the support you can expect

Course taster

Get a feel for the course before you make that all-important purchase.

This pdf is a short version of the full course text. It gives you the contents page and the first module...

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Course development

This course is available for purchase from now and until 31 July 2021, and examinations are offered until June 2023.

If you’re thinking about starting today you’ll study our Consumer Behaviour course, as outlined here.

If you’re looking to begin studying from 2020, you’ll be able to choose a new version of the course, redeveloped for study through our new virtual learning environment. 

Both courses are equivalent and transferrable, so your choice today won’t affect your award.

Why change? We’re in the process of moving to a new learning platform which will give you more interactive learning opportunities and newly designed courses.

'Visualise This'

We have a library of informative visual material to guide you through critical concepts. Here’s just one of them.

The full library is available through your Student Portal.