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Consumer Psychology

Consumer Psychology

London College of Fashion
Taught by
Dr Carolyn Mair


Consumer psychology is the scientific study of the influence of thoughts, beliefs, feelings and perceptions on consumer behaviour at individual, group, organisation or community level. It is concerned with understanding the processes involved in selecting, purchasing, using or disposing of products, services, ideas or experiences to satisfy needs and desires. This fashion course will introduce you to the consumer psychology of fashion and how it relates to the wider fashion industry.

The course will appeal to professionals and students across the fashion industries and will provide you with a knowledge of consumer psychology in the world of fashion.   

You will explore the links between psychology and fashion and explore the underlying psychological processes involved in fashion consumption to learn how to better predict consumer behaviour. You can then use these concepts to further develop your own business/practice now or in the future.

The course includes:
  • Introduction to consumer psychology
  • Fashion psychology
  • Fashion as consumption
  • Consumers in the marketplace
  • Consumers as decision makers
  • Fashion and the environment
  • Consumers, culture and subcultures
  • Understanding and predicting consumer behaviour to make a positive difference 


All levels. You should have an interest in the subject area and a desire to learn but no previous experience is required.

Please note: This course is for students aged 18 and older.


Your course place is confirmed once you have booked online or via the phone using a credit or debit card. There is no deadline for booking. Places are offered on a first come, first served basis, and all courses have a maximum number of students. We suggest you book early to avoid disappointment.

Tutor Description

Professor Carolyn Mair is a Chartered Psychologist and Fellow of the British Psychological Society based at the London College of Fashion, University of the Arts London where she is Professor of Psychology for Fashion. She graduated from Bournemouth University with a BSc (Hons) in Applied Psychology and Computing, gained the MSc Research Methods from Portsmouth University and was awarded a PhD in Cognitive Neuroscience from Bournemouth University. Carolyn has worked in Higher Education since 1998 where she has led on multidisciplinary research projects, taught students at all levels and supervised doctoral students. At London College of Fashion, she developed the world’s first Masters and undergraduate courses to apply psychology in the context of fashion. The MSc Applied Psychology in Fashion was awarded the British Psychological Society’s 2016 Innovative Programme Award. Prior to this, she worked as a visual merchandiser, graphic designer, dress maker and portrait artist.

Carolyn’s research is multidisciplinary focusing upon understanding and supporting the development of well-being and resilience across the broad context of the fashion industries. She is also interested in enhancing students’ engagement and performance through the application of psychological science. Carolyn serves on the editorial boards of Psychreg Journal of Psychology and Modapalavra. 

Follow Carolyn on her blog.

Available dates