Syllabus

This program is taught in a 100% online format and adapts to the student's availability, schedule and interests. Therefore, during 6 weeks, they will have the opportunity to acquire competencies for the management of the psychological aspects involved in consumer behavior. In addition, with didactic methods such as Relearning, they will develop practical experiences of great value for their professional careers. 

The contents of this program are taught 100% online, on a platform with multiple multimedia materials that can be downloaded or accessed through any mobile device” 

Syllabus

Consumer Psychology is a discipline that focuses on studying the internal and external processes that influence people's buying behavior. Professionals interested in leading market fluctuations will find the most up-to-date knowledge on these areas in this Postgraduate certificate.

The syllabus offers a tour of the main theories that examine human personality and how they relate to the buying and selling experience. At the same time, it analyzes the combinations of values and lifestyles that impact people's attitudes when purchasing a product or service. 

The program also stands out for addressing the role of memory in decision making, taking into account specific memories and emotions. 

Therefore, graduates of the program will master different techniques and strategies for the combination of promotion trends. 

Through this 100% online learning process, which lasts 6 weeks, professionals will complete an excellent preparation. This way, they will achieve all the necessary skills to stand out in the marketing and advertising sector, and to occupy different management positions in this field.

This Postgraduate certificate takes place over 6 week and consists of 1 module: 

Module 1. Consumer Psychology: impact of memory and personality on the buying process

Where, When and How is it Taught?

TECH offers the possibility of developing this Postgraduate certificate in Consumer Psychology in the Purchase Decision Processes completely online. During the 6 weeks of the specialization, the student will be able to access all the contents of this program at any time, which will allow the students to self-manage their study time. 

Module 1. Consumer psychology: impact of memory and personality on the buying process.

1.1. Psychological Aspects Related to Consumer Behavior 

1.1.1. Analysis and Contributions of Psychology to Consumer Behavior 
1.1.2. The Psychological Core: Internal Consumer Processes 
1.1.3. Consumer Understanding and Behavior 

1.2. Personality Theories Related to Buying Behavior 

1.2.1. Psychodynamic Theory 
1.2.2. Humanistic Theory 
1.2.3. Trait Theory 
1.2.4. Personality Traits and Consumer Behavior 

1.3. Consumer Personality and Behavior 

1.3.1. The Consumer as an Individual 
1.3.2. Facets of Personality 
1.3.3. Personality and the Understanding of Consumer Behavior 

1.4. Psychographics: Values, Personality and Lifestyles. How Do They Influence Consumer Behavior? 

1.4.1. Values as an Influence on Consumer Behavior 
1.4.2. Personality Research Methods 
1.4.3. Behavioral Patterns and Lifestyle 
1.4.4. Psychographics: Combining Values, Personalities and Lifestyles 

1.5. Memory as an Internal Influence on Consumption Behavior 

1.5.1. How Does the Brain Encode Information 
1.5.2. Memory Systems 
1.5.3. Associations: In What Ways Does the Memory Store Information 
1.5.4. Memory and Retrieval 

1.6. The Role of Memory in Consumer Decisions 

1.6.1. Evocation of Memories 
1.6.2. Memory and Emotion 
1.6.3. Memory and Context 
1.6.4. Memory and Perceived Purchase Experience 

1.7. Consumer Attitude Formation and Attitude Change 

1.7.1. Attitudes 
1.7.2. Structural Models of Attitudes 
1.7.3. Attitude Formation 
1.7.4. Attitude Change Strategies 

1.8. Attribution Studie A Panoramic View from the Consumer's Perception 

1.8.1. Attribution Theory 
1.8.2. Sensory Dynamics of Perception 
1.8.3. Elements of Perception 
1.8.4. Image Formation in the Consumer 

1.9. Helping Behavior as a Facilitator of Well-Being in Consumer Behavior 

1.9.1. Behavioral Help 
1.9.2. Costs and Benefits 
1.9.3. Providing or Requesting Help 
1.9.4. The Conduct of Assistance in the Commercial Sphere 

1.10. Consumer Decision Making 

1.10.1. The Cognitive Component of Consumer Decision-Making 
1.10.2. Strategic Implications in Consumer Decisions 
1.10.3. Buying Behavior: Beyond Deci

This program facilitates your learning through innovative and original didactic methods such as Relearning” 

Teaching Objectives

With this Postgraduate certificate, professionals will develop more and better practical skills for research on personality and lifestyles. At the same time, they will analyze different behavioral patterns, how to identify them and the process involved in attitude formation. Through all these competencies, graduates of this program will achieve their aspirations to occupy managerial positions and lead social transformation in the consumer system.   

This program encourages the development of skills with which you will be able to make decisions in times of crisis related to the transformation of the customer's criteria in the purchasing process”

TECH makes the goals of their students their own goals too.
Working together to achieve them.

The Postgraduate certificate in Consumer Psychology in the Purchase Decision Processes will enable students to:

  1. Understand the psychological aspects of consumer behavior and their influence on the purchasing decision making process 
  2. Analyze personality theories related to purchasing behavior and their application in Marketing strategies 
  3. Identify the different behavioral patterns and lifestyles of consumers and how they influence their buying process 
  4. Implement personality research skills and psychographics analysis methods in purchasing behavior 
  5. Understand the role of memory in purchase decision making and its influence on the formation of consumer attitudes and behaviors 
  6. Apply cognitive strategies to help consumers make informed and rational decisions in the purchasing process 
  7. Master the elements of consumer perception and image formation and how they influence buying behavior 
  8. Determine costs and benefits in consumer helping behavior and their application in the commercial environment 
  9. Choose structural models of attitudes and their application in consumer attitude formation and change 
  10. Consolidate practical skills in the design and implementation of marketing and advertising strategies based on the knowledge acquired in the program 

Postgraduate Certificate in Consumer Psychology in the Purchase Decision Processes

In today's business context, understanding consumer buying decision processes has become critical to the success of any marketing strategy. In the Postgraduate Certificate in Consumer Psychology in the Purchase Decision Processes created by TECH Global University, we will provide you with the necessary tools to understand how consumers make purchase decisions and how psychological, emotional or social factors influence them. Here, you will learn from the different models and theories of consumer behavior, to the integral vision of how consumer psychology relates to marketing strategy and how it can be used to develop effective and personalized campaigns.

This Postgraduate Certificate has expert professors in the field and state-of-the-art materials, which will help you gain a deep understanding of consumer psychology and strategic decision making based on an understanding of consumer behavior. In addition, you will analyze real cases and market studies to apply the concepts learned in practical situations. What are you waiting for to enroll? Enroll in our program and acquire the necessary skills to stand out in the competitive world of marketing!