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Postgraduate | CUR-PSB500-2023

Consumer Psychology

Dive into consumers’ minds as you learn what drives consumption. Study human perception, memory, cues that subconsciously move us to make decisions, and what leads to attitude change. Find out what it takes to influence behaviour.

Enrol today with instant approval and no entry requirements

Study method

100% online


Subject may require attendance

Entry requirements

No ATAR needed

No prior study


13 weeks

Start dates

  • 27 Feb 2023
  • 28 Aug 2023

Price from


Upfront cost


HECS-HELP and FEE-HELP available

About this subject

What you'll learn

At the completion of this subject students will be able to:

  1. apply basic psychological principles and theories to novel problems in consumer behaviour
  2. develop psychological solutions to business problems concerning consumers
  3. communicate psychological solutions to business problems.
    • 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
  • This subject 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.

    Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.

    Find out more about the Academic Integrity module.

    • Written Assignment (50%)
    • Invigilated Examination (50%)
  • For textbook details check your university's handbook, website or learning management system (LMS).

  • Start your career with Curtin’s globally recognised courses and extensive industry connections. Through OUA, their online courses offer an interactive and collaborative learning experience that gets you the same degree as if you studied on campus. Curtin is a global university with a vibrant culture of innovation and collaboration and is ranked in the top one per cent of universities worldwide.

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Entry requirements

No entry requirements

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What to study next?

Once you’ve completed this subject it can be credited towards one of the following degrees

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