Gain an advanced understanding of the psychology of consumer behaviour. Explore the psychology of people’s product choice, purchase decisions, and the use of services. Discover strategies of changing and learning from consumer attitudes and behaviours. Analyse advertising effectiveness and persuasion processes.
Developed for both recent graduates of Psychology, Business, Marketing as well as current business development, marketing, advertising or market insight/research professionals, this course covers the workings of the consumer mind in the increasingly saturated and global markets. Specifically you will learn about what captures consumers’ attention, how their perceptions and attitudes may be altered as well as factors that affect the consumer decision-making process.
You will also consider the social-psychological aspects of consumers’ functioning such as social influence tactics used in sales, persuasion and advertising alongside the role of personality and identity in consumer’s functioning. Furthermore, you will learn about the most commonly used statistical techniques as well as the theoretical and practical complexities of conducting psychologically based consumer research.
You will learn and put your research skills into practice throughout your Masters which will culminate in your own piece of independent research. Your project could support the business you currently work within or be based on a sector or company you would like to work for in the future such as the FMCG or advertising sectors.
Upon graduation you'll be well placed to provide businesses, government bodies and charitable institutions with expertise and insights into psychological aspects of marketing, branding, advertising and consumer behaviour.
Our teaching team include Course Leader Dr Cathrine Jansson-Boyd, Dr Magdalena Zawisza, Dr Suzanna Forwood and Dr Richard Piech. All have extensive experience in furthering the understanding of consumer behaviour.
In addition, we regularly invite professionals from national and international organisations such as Unilever, Tesco, Autotrader and D Coded. You will also have the opportunity to work with companies to conduct research for your dissertation.
Our psychology research has been classified as world-leading and internationally excellent in the latest Research Excellence Framework (REF) and we continue to work with industry to generate relevant research outcomes that lead to measurable impact. For more information about who we work with please click on the individual links of the course lecturers.
Our Masters degree is designed for graduates wishing to start, or further develop, careers in consumer psychology. It's relevant to many industries, including marketing, PR, advertising, and consumer research, marketing research and product development. As this subject area is not commonly taught in the UK, the skills and consumer awareness you'll develop will give you a distinct edge in a competitive job market. Alternatively, you might choose to undertake further study at PhD level.
We'll encourage you to engage with the Consumer Research Group based at ARU. The group's aim is to bridge the gap between academic research and business application by working closely with locally-based businesses.
We use a number of ways for you to demonstrate your learning from the modules, and to ensure you develop the knowledge and skills required to complete the course. These include presentations, exams, essays, reports and projects.
The Faculty of Science & Technology is one of the largest of five faculties at Anglia Ruskin University. Whether you choose to study with us full- or part-time, on campus or at a distance, there’s an option whatever your level – from a foundation degree, to a BSc, MSc, PhD or professional doctorate.
Whichever course you pick, you’ll gain the theory and practical skills needed to progress with confidence. Join us and you could find yourself learning in the very latest laboratories or on field trips or work placements with well-known and respected companies. You may even have the opportunity to study abroad.
Everything we do in the faculty has a singular purpose: to provide a world-class environment to create, share and advance knowledge in science and technology fields. This is key to all of our futures.
Read this institution's report