10 August 2018
The Fashionable Consumer
The fashionable consumer is key for so many industries. This module combines an introduction to some basic elements of consumer behaviour with elements of fashion psychology whilst also referring to the debate regarding the nature of happiness and how having impacts on our sense of being and what people are symbolically buying for themselves. These areas can be applied to both sides- from the point of view of the marketers /advertisers who want to sell fashion goods, and from the point of view of the consumer, and how being fashionable has more psychological meaning than just acquiring the actual items.
Initially focusing on memory, attention, emotion, store atmosphere, product placement and the role of film/moving image the module then goes on to examine some explanations for the fashion cycle, as well as cosmetics and luxury products.
The module addresses these issues by examining elements of how consumers think, how advertising potentially works and what other factors affect the targeted consumer and his/her decision making processes, such as media/TV/YouTube exposure, this is then linked to the fashion cycle and how fashion changes and how self-presentation and clothing are integral to self-identity and social group memberships and symbolic communication, self-esteem and the concept of being able to, literally buy, happiness and identity by being ‘up-to-date’.
Dr. F. de Beaumont
Regents University London
Suitable for beginners and those at the bachelors level of psychology as well as of interest to those studying business, retail management, marketing, media studies, gender studies and sociology, as well as those at a higher level who may have no prior knowledge or those who have relevant work experience and who feel they would benefit from gaining an understanding of relevant psychological principles.
After this course you are able to:
1. Demonstrate an understanding of several basic fundamental psychological principles applied to consumer behavior, including excessive shopping.
2. Demonstrate an understanding of some core fundamental principles of fashion psychology.
3. Evaluate various psychological processes essential to be being a consumer.
4. Demonstrate insight into the happiness/identity debate both from the point of view of the individual but also from a wider consumer & psychology perspective
EUR 610: The fee includes the registration fees, course materials, access to library and IT facilities, coffee/tea, lunch, and a number of social activities.
We offer several reduced fees:
€ 549 early bird discount- deadline 1 April 2018 (10%)
€ 519 partner + RU discount (15%)
€ 458 early bird + partner + RU discount (25%)