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Consumer Psychology
消費心理學

Course Code
PSYC9037
Application Code
2270-1737NW
Study mode
Part-time
Start Date
17 Feb 2025 (Mon)
Duration
6 weeks
Language
English
Course Fee
HK$2700
Enquiries
2975 5657
2571 0630
leanne.wong@hkuspace.hku.hk
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Highlights

This course explores how our thoughts, attitudes, emotions and perceptions influence how people make decisions when they buy. It provides an opportunity to gain a better scientific understanding of cognitive, affective and behavioural responses to products and services from a consumer perspective, including the influence of technological, economic, societal and environmental concerns.
 

Programme Details

Syllabus: 

1. Introduction of consumer psychology

2. Consumer decision process: What determine the customer preference, habit, and tendency on products offered in the market?

3. Advertising psychology and the routes to persuasion

4. The role of environmental variables in influencing buying decisions on adults and children

5. The evolution of technology companies, big data, artificial intelligence and robotics and the characteristics of online social interactions

6. Strategies to spur consumption amidst political upheavals, trade conflicts and economic uncertainties

The format of the course is a combination of lectures, in-class exercises, group work, quizzes, discussion, etc.  

Key Notes:

  1. To enrol, click the “Register Now” button at the top right corner of the page. Applications are processed on a first-come, first-served basis. For details, please refer to: https://hkuspace.hku.hk/admission/how-to-apply/entry-requirements/
  2. Applicants are generally required to provide information of HKID card (for local applicants) or passport (for non-local applicants) for admission assessment and student records purposes. If applying in person at the enrolment centre, applicants will be asked to present their HKID card/passport for verification if applying in person at enrolment counters or to attach a copy of their HKID or passport if applying by post. 
  3. Make-up class will not be available, therefore it is important to arrange your schedule before enroling. If a course is cancelled due to insufficient enrolment, a full refund will be arranged. No refunds will be provided in other cases, and applicants cannot transfer to other classes or courses. For details, please refer to: https://hkuspace.hku.hk/admission/how-to-apply/payment-methods/
  4. Online enrolment is highly recommended. For online enrolment, a “Payment Confirmation Notice” email will be sent by system upon completion of the payment process. This email should be kept, and an official receipt can be obtained from any enrolment counter if needed.
  5. The above schedule and venue are tentative and subject to final arrangements. For locations of the learning centres, please refer to: https://www.hkuspace.hku.hk/learning-centre/
  6. Course commencement depends on the number of enrolments. If the course can commence as scheduled, a confirmation email with detailed location and classroom arrangements will be sent 3 to 7 days before the course starts. If you enrol within a week before the course start date, please contact program team promptly for follow-up. Except for changes in course information, no further class notifications will be sent. Students are required to attend classes at the designated time and location.
  7. This course is not covered by the Continuing Education Fund.
  8. A Statement of Attendance will be issued within three months after the course ends to participants who achieve at least 70% attendance, unless a higher percentage is specified. Please ensure you provide complete and accurate information, including your full name in both Chinese and English, and your mailing address during the application process. For details, please refer to: https://hkuspace.hku.hk/teaching-and-learning/learners-support/learners-information/transcripts/
Application Code 2270-1737NW Apply Online Now
Start Date 17 Feb 2025 (Mon)
Apply Online Now

Days / Time
  • Monday, 1900 - 2200
Duration
  • February 17, 2025 - March 24, 2025 (6 sessions)
Venue

Fee

Course Fee
  • Course Fee : HK$2700

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Online Application Apply Now

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Enrolment Method
Payment Method
1. Cash, EPS, WeChat Pay Or Alipay

Course fees can be paid by cash, EPS, WeChat Pay or Alipay at any HKU SPACE Enrolment Centres.

2. Cheque Or Bank draft

Course fees can also be paid by crossed cheque or bank draft made payable to “HKU SPACE”. Please specify the programme title(s) for application and applicant’s name. You may either:

  • bring the completed form(s), together with the appropriate course or application fees in the form of a cheque, and any required supporting documents to any of the HKU SPACE enrolment centres;
  • or mail the above documents to any of the HKU SPACE Enrolment Centres, specifying “Course Application” on the envelope. HKU SPACE will not be responsible for any loss of personal information and payment sent by mail.
3. VISA/Mastercard

Applicants may also pay the course fee by VISA or Mastercard, including the “HKU SPACE Mastercard”, at any HKU SPACE enrolment centres. Holders of the HKU SPACE Mastercard can enjoy a 10-month interest-free instalment period for courses with a tuition fee worth a minimum of HK$2,000; however, the course applicant must also be the cardholder himself/herself. For enquiries, please contact our staff at any enrolment centres.

4. Online Payment

Online application / enrolment is offered for most open admission courses (enrolled on first come, first served basis) and selected award-bearing programmes. Application fees and course fees of these programmes/courses can be settled by using "PPS by Internet" (not available via mobile phones), VISA or Mastercard. In addition to the aforesaid online payment channels, new and continuing students of award-bearing programmes with available online service, they may also pay their course fees by Online WeChat Pay, Online Alipay or Faster Payment System (FPS). Please refer to Enrolment Methods - Online Enrolment  for details.

Notes

  • If the programme/course is starting within five working days, application by post is not recommended to avoid any delays. Applicants are advised to enrol in person at HKU SPACE Enrolment Centres and avoid making cheque payment under this circumstance.

  • Fees paid are not refundable except under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment), subject to the School’s discretion. In exceptional cases where a refund is approved, fees paid by cash, EPS, WeChat Pay, Alipay, cheque, FPS or PPS by Internet will be reimbursed by a cheque, and fees paid by credit card will be reimbursed to the credit card account used for payment. 

  • In addition to the published fees, there may be additional costs associated with individual programmes. Please refer to the relevant course brochures or direct any enquiries to the relevant programme team for details.
  • Fees and places on courses cannot be transferrable from one applicant to another. Once accepted onto a course, the student may not change to another course without approval from HKU SPACE. A processing fee of HK$120 will be levied on each approved transfer.
  • HKU SPACE will not be responsible for any loss of payment, receipt, or personal information sent by mail.
  • For payment certification, please submit a completed form, a sufficiently stamped and self-addressed envelope, and a crossed cheque for HK$30 per copy made payable to “HKU SPACE” to any of our enrolment centres.
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