The MSc Consumer Behaviour at the University of Reading is designed for aspiring professionals seeking to understand and influence how individuals and groups make purchasing decisions. In today's market, a deep grasp of consumer psychology, motivation, and behavioural economics is crucial for success across industries, from marketing and product development to public policy and food systems. This postgraduate degree equips you with advanced theoretical knowledge and practical skills to analyse complex consumer landscapes and develop effective, ethical strategies. You will explore concepts in applied consumer behaviour, research methods, and the psychology behind nudging and behaviour change.
This full-time, one-year on-campus Master's programme immerses you in the study of consumer behaviour through a blend of compulsory modules and an individual capstone project. You will engage with core theories, learn to design and conduct original research using economics and marketing methodologies, and apply your knowledge to real-world consumer behaviour projects. The curriculum also delves into applied consumer behaviour, exploring areas like food consumption, and offers optional modules in fields such as food policy or international trade. You will graduate with a robust understanding of consumer motivations and the ability to drive impactful business and policy outcomes.