Consumer Psychology

Griffith University

Course Description

  • Course Name

    Consumer Psychology

  • Host University

    Griffith University

  • Location

    Gold Coast, Australia

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    Prerequisite:1003MKT/1083MKT (Introduction to Marketing) Incompatible: 2084MKT (Consumer Psychology)

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Course Description:
    Successful marketing decisions require a sound understanding of consumer behaviour, whether in the context of commercial firms, non-profit organisations, or government departments. This course provides you with a thorough appreciation of the complexities of consumer decision-making to ensure that your future marketing decisions achieve your objectives in your target market. This course has a prerequisite requirement which means you must successfully complete the listed course or requirement/s before enrolling in this course. If you have enrolled in the course without meeting this requirement you must withdraw immediately or contact the program director if you believe you have extenuating circumstances. It is our experience that students who have not completed the prerequisite course struggle to complete the course and often fail as a result. It is also your responsibility to have any transfer credit appearing on your academic transcript before enrolling.

    Course Introduction:
    The study of consumer psychology is seen as one of the most important areas in the Marketing major. An understanding of the psychological and sociological aspects of consumers? search and choice processes is vital to an in-depth appreciation of later courses such as Marketing Communications, Marketing Research and Services Marketing.
    This course is based on the premise that the ultimate consumer is the key to the success of any marketing effort and, hence, marketers need to know how and why consumers behave the way they do towards marketing-related stimuli. Thus, topics covered in the course include consumer learning, motivations, perceptions and experience. In addition, specific consumer behaviours and marketing strategies are examined.

    Course Aims
    The aim of this course is to create not just a knowledge base of consumer psychology terminology and models, but to also encourage students to be reflective and critical of their own buying behaviour. The course aims to assist students to show initiative in acquiring, critically appraising and communicating information from a range of different sources.
    On achieving these outcomes students of this course will have further developed their ability to engage in effective communication, improve their information literacy, utilise problem solving skills, make critical evaluations and employ creative and innovative approaches within the realms of marketing and consumer behaviour.
    Learning Outcomes
    After successfully completing this course you should be able to:
    1 Describe the nature and scope of Consumer Psychology in marketing in terms of its development and current status;
    2 Explain the psychological, social and cultural basis of consumer psychology;
    3 Understand consumer decision making and the potential impact of marketing programs on consumers' choices;
    4 Apply concepts from consumer psychology in order to develop and manage effective marketing programs.
    Assessment Summary

    Assessment Task


    Exam - selected response
    Mid-Semester Exam (Online)


    Presentation - technical or professional
    Group Oral Presentation


    Exam - constructed response
    Final Exam


Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.