Welcome to Consumer Behaviour: Psychology & the Digital Buying Journey, a practical course designed to help you understand how modern consumers think, search, compare, choose, buy, and respond after a purchase. Consumer decisions are influenced by much more than products and prices. Emotions, perception, attitudes, social influence, perceived risk, personal circumstances, online reviews, search engines, and digital information can all shape what happens along the buying journey. In this course, we will explore these influences step by step and connect them to real consumer situations.
Understand the complete buying journey
You will follow consumers from the moment they recognise a need through:
- information search
- comparison of alternatives
- purchase decisions
- post-purchase reactions
- satisfaction, loyalty, and switching behaviour
Discover what shapes consumer decisions. You will examine how psychology, emotion, price, value, risk, social influence, lifestyle, and digital touchpoints affect consumer choices. Rather than simply memorising concepts, you will learn how to look at a consumer situation and identify what may actually be driving the decision.
