Consumer Behavior Goldsmiths - Full Curriculum Program Fall 2021 Semester - London

You will be introduced to the fundamentals of consumer psychology and behavioral economics. You’ll gain an understanding of the fundamental decision making processes and the factors that influence these processes.
It covers topics such as prospect theory and classical economics, brain structures and information processing, heuristics and rules of thumb, and framing and influencing techniques. You’ll explore the various strategies used by marketers to differentiate their products, leverage brands, set strategic prices, reduce the effectiveness of consumer search, and it compares the effectiveness of each.
The course covers topics such as the types and effectiveness of pricing strategies, individual differences in uptake of pricing strategies, value perceptions and subconscious influences, and ethical and legal issues around influencing consumer choice. The lectures will be supplemented by several assignments designed to develop and enhance practical skills, and further develop familiarity with consumer psychological methods and theories.