Consumer Psychology Short Course
Course description
Course overview
A perfect blend of science and practice, you’ll learn core concepts from consumer and fashion psychology and how to practically apply them across brand strategy, marketing, physical and digital design, customer experience, innovation and more.
Psychology is a study of human beings, and everything is created by and for human beings; therefore, it’s important that we understand how we as humans may perceive different experiences so that we can design for a human-centric world.
Throughout the course you’ll learn about the different consumer profiles, demographics and psychographics, and why consumers choose to buy certain brands versus others so that you can conduct your own customer segmentation or analysis of a brand.
You’ll also gain an overview of how to create a robust brand strategy, the role of memory and the subconscious brain in consumer behaviour and how to incorporate elements of sense and emotion to create deeper and more memorable customer experiences.
Who this course is for
From student to the CEO, fashion, brand, marketing and design professionals can benefits regardless of their years of experience or previous knowledge of psychology.
This course is especially useful for: marketing managers and directors; brand managers and directors; social media and content professionals; retail managers and directors; entrepreneurs; retail designers; visual merchandisers; insights and research professionals; consumer, retail and fashion journalists; fashion designers; students.
Key information
Topics covered
- Customer segmentation
- Consumer personality and individual differences
- Personality and value congruence
- Personalisation
- Self-concept and self-esteem
- Motivation
- Maslow’s Hierarchy of Needs
- Evolutionary psychology
- Brand personality and relationships
- Brand community
- Brand authenticity
- Brand loyalty
- Retail atmospherics
- The role of the subconscious brain
- Sensory perception and design
- The role of emotions in consumer behaviour
- Offline and online customer experience
- Mental shortcuts/heuristics
- Memory
- Gestalt psychology and design
- Introduction to fashion psychology
Learning outcomes
- Identify consumer behaviour and be more confident in answering why people buy
- Design at least an introductory customer segmentation for a new brand or analyse core demographics and psychographics of an existing brand’s customers
- Identify core aspects of a brand strategy like brand personality, core buying motivations, brand value, emotions
- Recognise how human perception works and how to use senses and emotions in all physical and digital design to achieve desired outcomes
- Take advantage of brain’s mental shortcuts in marketing and advertising and how to create memorable campaigns
- Recognise the power of fashion psychology both your daily life and how to use it in your profession
- Digital badge and certificate of attendance
Materials
- Laptop / iPad / tablet
Tutor
Kate Nightingale
Kate Nightingale is a consumer, retail and design psychologist. She is the Chief Behavioural Officer and Founder at Humanising Brands, a behavioural strategy, design, experience and innovation agency, as well as the creator of HUMAN Brands©.
Throughout the years Kate worked with brands like Swarovski, Nespresso, Puig, Dowsing & Reynolds, Klarna, EE, Ocado, Harvey Nichols, Samsung, Zopa Bank, Disney, Crowd DNA as well as various start-ups and large established luxury marketplaces and department stores. She was named RETHINK Retail Top Retail Expert 2026 and is the author of 'Multi-brand retailer community model: How multi-brand retailers can create and manage strong brand communities.' paper in Journal of Brand Strategy (2020).
A renowned keynote speaker, moderator and chair, Kate featured ateTail (London & Toronto), IRX, DCX, Campaign Brand Forum, Retail Week Masterclass and more with raving audience reviews as well as regularly being asked to return year after year. Frequently requested by brands for their internal conferences, she's had an honour to speak to brands like Puig, Nespresso, Disney and Stanley, Black & Decker. Kate founded Women of Retail community in 2023 to celebrate female and diverse voices of the retail industry.
Kate's insights often appear in press titles including Marketing Week, The Business of Fashion, Vogue, HarpersBazaar, Sky News, BBC News and Channel 4 News as well as in TV programs like Secrets of the Supermarket Buyers and Bargain Holiday Secrets on Channel 4.
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