Digital Consumer Psychology

Aims

This module aims to provide students with a critical understanding of the psychological elements of human cognition, such as attention and memory, in order to understand the behaviour of consumers in a digital marketing context.

Learning Outcomes

After completing the module the student should be able to:

1 Critically evaluate major cognitive, behavioural and biological aspects of consumer psychology such as perception, attention, memory and learning

2 Critically appraise key theoretical concepts of consumer psychology in order to understand how they may aid strategic digital marketing decisions

3 Critically analyse human cognitive abilities and how they manifest in a context such as online consumer decision making