This course from Coventry University provided through FutureLearn dives into the psychology of consumerism and how it affects the lives of both consumers and businesses.

Do you know why you've chosen one particular brand of toothpaste to buy?

Everyone has different reasons for buying the things they buy, even if they aren't fully aware of them. Finding out those reasons is the task of consumer psychology.

Dr. Anne Turner is Assistant Professor in Business and Organisational Psychology at Coventry University, while Evie Michailidis is Associate Lecturer in Occupational and Business Psychology.

In this course offered through FutureLearn, the instructors explain how businesses determine consumer ideas, beliefs, values, and perceptions.

Consumer psychology uses large-scale studies and market research to understand the effects of marketing and advertising, as well as the underlying forces that drive consumer behavior.