- Principles of perception, attention, and learning
- Decision-making, heuristics, and biases
- Motivation and personality
- Opinion leadership
- Psychological market segmentation
- Impact of physical context on consumer behaviour
- The role of culture in consumer behaviour
- Contemporary topics in consumer psychology
- Discussion forum/Discussion Board
- Embedded Multimedia
- Online assignment submission
- Standard Media
- Audio-Video streaming
- Printable format materials
- Resources and Links
In order to enrol in this subject, you must be accepted into one of the following degrees:
No special requirements
This unit considers how psychology helps us to understand consumer’s attitudes and their consumption behaviour. Module 1 overviews 10 fundamental principles concerning human perception, learning, and memory, and outlines some basic ways in which each relates to consumer behaviour. Module 2 considers consumer decision-making, with particular focus on heuristics and attitude change. Module 3 considers consumer’s personality in terms of the five-factor model and also addresses consumer innovativeness. Module 4 considers consumers as members of social groups, addressing conformity, social identity, fashion, and opinion leadership. Module 5 describes market segmentation with particular emphasis on psychographic strategies as the basis of understanding why market segments should behave the way they do. Module 6 describes psychological research on how physical retail and leisure environments can themselves influence consumer behaviour, influencing consumer’s propensity to approach these environments, their time perception, and their willingness to cooperate with calls to action therein. Module 7 addresses cross-cultural issues, focussing on how dimensions of culture correlate with various consumption attitudes and behaviours. Module 8 addresses two contemporary topics in consumer psychology, namely ethical and sustainable consumption, and trust in online retailers.
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- Written Assignment (50%)
- Invigilated Examination (50%)