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 and fashion psychologist and the founder of Style Psychology Ltd, which advises global fashion brands on how to apply insights into human behaviour to improve business performance. Kate and her associates have advised brands like Harvey Nichols, House of Fraser, Desigual, rpa:group, and Water Babies both in the UK and internationally.
Kate is also a lecturer in consumer psychology, consumer behaviour and customer experience at Regent's University, Instituto Marangoni and London College of Fashion. She speaks at numerous industry conferences and is often approached by press appearing on Sky News, BBC News and Channel 4 News amongst others.
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