MSc Consumer Psychology - MSc - Anglia Ruskin University

Overview

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.

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Full description

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.

Benefit from our world-leading and internationally excellent research (REF 2014)

Learn more about our Applied, Social and Health Psychology Research Group

Postgraduate funding

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Careers

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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.

Modules & assessment

Applied Consumer Psychology

This module will focus on Social Psychological Approach to Consumer Psychology. Its overall aim is to provide an insight into the psychological and social factors that influence consumer behaviour at various stages of consumption. The module will emphasise the reasons why the study of contemporary consumerism is important in fully understanding human behaviour as well as modern economies.
Consumer Analysis

Consumer Analysis entails the initial steps in marketing research that identify and collect information on the target market’s needs, profiles and consumer behaviours. To do so effectively, an in-depth understanding of how the human mind works is essential. This module will emphasise the workings of the consumer mind as well as how consumer responses can be altered and measured.
Issues in Scientific Research

This module introduces many of the historical, contextual and epistemological issues that affect the science of psychology. You will learn about research directed by political and social desires through research funding. Additionally, this module will equip you with the necessary skills to succeed in research and will directly help with your dissertation.
Quantitative Research Methods

Develop a critical understanding of the principles of data collection and analysis for psychology and consider the theoretical basis of advanced quantitative methods. You’ll analyse example data sets such as ANOVA, MANOVA, ANCOVA, multiple linear regression, effect size, and factor analysis. These chosen statistical methods have been directed by the Economic and Social Research Council's Postgraduate Training Guidelines (fourth and fifth editions).
Psychology Dissertation

This module requires you to undertake a significant research project in the chosen field of study and to present the results of that research in a thesis prepared to the highest scientific professional standards. The research will normally be based on preparatory work undertaken in the compulsory prerequisite modules: Issues in Scientific Research and Quantitative Research Methods. The topic may be drawn from a variety of sources including: departmental research groups, a lecturer suggested topic, or a professional subject of interest provided that suitable supervision is available. This module is delivered over 15 hours of individual supervision (based on 1 hour per week) and requires 585 hours of student managed learning (535 hours of practical session preparation and 50 hours of preparation for oral presentation) totalling 600 hours of learning activities.

Assessment

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.

Where you'll study

Your faculty

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.