Singapore University of Social Sciences

Psychology of Consumer Behaviour

Psychology of Consumer Behaviour (PSY363)

Applications Open: 01 October 2021

Applications Close: 30 November 2021

Next Available Intake: January 2022

Course Types: Modular Undergraduate Course

Language: English

Duration: 6 months

Fees: To be confirmed

Area of Interest: Humanities & Social Sciences

Schemes: Lifelong Learning Credit (L2C)

Funding: To be confirmed

School/Department: School of Humanities & Behavioural Sciences


Consumer psychology is an applied social science discipline that draws on theories and concepts of psychology to study why people buy things. Consumer psychologists try to find the underlying cognitive processes and behaviours that can help to explain consumers’ choices; and how consumers respond to the influences of marketing persuasions and external stimuli in their buying decisions. The main strategy of this course is to evaluate and debate on the ways consumer activities are associated with the purchase, use, and disposal of goods and services, including the consumer’s emotional, mental, and behavioural responses that precede and follow these activities. The course will highlight on how environmental influences can shape consumer’s perception, information processing, and decision making. It examines branding strategies needed to reach targeted consumers, in both traditional and online platforms.Students will have the opportunity to study and frame psychological theories on the cognitive processes and behaviours that motivate buying decisions. By the end of the course, students should be able to use psychological concepts to understand, explain and anticipate consumer behaviour, and to critically evaluate how consumer behaviour fits into the larger field of marketing and psychology. This course on consumer psychology focuses on research-based approaches in understanding consumer decision making processes.

Level: 3
Credit Units: 5
Presentation Pattern: Every semester
E-Learning: BLENDED - Learning is done MAINLY online using interactive study materials in Canvas. Students receive guidance and support from online instructors via discussion forums and emails. This is supplemented with SOME face-to-face sessions. If the course has an exam component, this will be administered on-campus.


  • The Science of Consumer Behaviour
  • Consumer Segmentation, Positioning and Perceptual Mapping
  • Consumer Perception and Attention
  • Affect and Motivation
  • Attitude and judgment formation
  • Automatic information processing
  • Consumer decision making process
  • Product consideration, evaluation and choice
  • Social influence and behavioural compliance
  • The influence of culture and values
  • Consumer Behaviour Online
  • Consumer Behaviour and Branding Strategy

Learning Outcome

  • Examine theories related to the study of consumer behaviour.
  • Appraise the factors related to consumer decision making.
  • Discuss the factors that influence how consumers process information.
  • Evaluate the influence of the social environment and contemporary strategies for marketers.
  • Demonstrate critical and analytical skills in analysing the effectiveness of techniques and strategies used in the psychology of consumer behaviour.
  • Apply principles from the psychology of consumer behaviour in conducting a qualitative study.
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