Consumer Psychology overview

Specialist Option 2: Consumer Psychology.

• Consumer Psychology is the study of human behaviour in relation to the retail environment. For this option candidates look at different areas of consumer environments (shops, restaurants and online) and consider how psychology can affect consumer patterns and decision-making. Candidates will also explore the reaction and preferences of consumers to the packaging of products, the marketing of products and the advertising of products. Candidates should have the opportunity to explore the different issues and debates relevant to the psychological theories and concepts and the research methods used to investigate consumer psychology. For all topics and studies, candidates should be able to:.
• describe, evaluate and compare the psychological theories, research, approaches and explanations.
• describe and evaluate research methods and methodological concepts (for AS and A Level).
• consider how the topic area relates to psychological issues and debates (for AS and A Level).

This matters because consumer psychology overview determines what can be inferred or chosen; begin with the stated conditions and keep the conclusion tied to the evidence.

Example: apply consumer psychology overview to one small, clearly defined case, show the key step or comparison, and explain the result in words.

Boundary: Consumer Psychology overview is not a universal recommendation. Check the syllabus scope, assumptions, units and the limits of the evidence before generalising.