You will also be taught social-psychological aspects of consumers’ functioning such as social influence tactics used in sales, persuasion and advertising alongside the role of consumer’s personality and identity. Furthermore, you will learn about the most commonly used statistical techniques as well as the theoretical and practical complexities of conducting psychologically based consumer research. You will be able to put your research skills into practice as you structure and execute your own piece of research. You will also be taught social-psychological aspects of consumers’ functioning such as social influence tactics used in sales, persuasion and advertising alongside the role of consumer’s personality and identity. Furthermore, you will learn about the most commonly used statistical techniques as well as the theoretical and practical complexities of conducting psychologically based consumer research. You will be able to put your research skills into practice as you structure and execute your own piece of research.