Graduate Study in Consumer Psychology
Consumer Psychology, or Consumer Behavior, is an interdisciplinary area that incorporates ideas from, among other disciplines, psychology, marketing, communications, economics, anthropology, sociology, and geography. Most university faculty who study consumer issues are in marketing departments and business schools.
Master's Level Programs
- In psychology departments, students interested in applications of psychology to consumers will usually pursue a more general degree, such as social or industrial psychology, with a specialization in consumer psychology.
- In business schools, there are few programs at the master's level that specifically focus on consumer behavior. Mostly, students will take an M.B.A., where they may be able to specialize in marketing or advertising. Occasionally, electives can be taken in other departments such as psychology.
- Programs in advertising or communications may be of interest.
Ph.D. level
Please note that Ph.D. programs emphasize research and are intended to prepare graduates to work in universities doing theoretical research and teaching. A strong commitment to research is required, and most programs require very rigorous course work in statistics and research methods.
- There are few doctoral programs in psychology departments in the U.S. specifically emphasizing consumer psychology (most of the faculty doing research in these areas are in the business schools). However, one can take a general program in social psychology, industrial/organizational psychology, or other areas and one can focus research on consumer issues. The American Psychological Association has advice for those interested in graduate study in psychology.
- In business schools, a Ph.D. program in marketing will generally require course work on general marketing theory, economics, and research methods. At many institutions, students can elect to specialize in the area of consumer behavior, and a number of courses may be taken in departments such as psychology, sociology, communications, antrophology, economics, and those of other social sciences.
The USC Marshall School of Business Ph.D. program in Marketing is directed by Dr. Lan Luo.