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Psychology of customer experience

  • Class 30
  • Practice 30
  • Independent work 60
Total 120

Course title

Psychology of customer experience

Lecture type


Course code






Lecturers and associates

Course overview

The objectives of this module is to enable students to:
• acquire the basic knowledge of general and applied psychology that is important for understanding user experience and the way users interact with products, systems and services
• understand person’s perception, learning process, emotions and motivations about using a particular product, system and service
• understand decision making process in the context of user’s interaction with products, systems and services
• design and interpret user experience research, create user personas and identify psychological barriers in consumer’s journey
• Understand psychological principles of design, text content and text form

The module encourages students to look on the topics taught in the rest of the programme from the psychological perspective. Students will learn to understand users and their cognitive processes. They will be able to explain the psychological aspects behind the user experience. The knowledge acquired will assist students in developing the skills of analysing and predicting user behaviour, as well as in developing psychological techniques to encourage certain behaviours.

This module contributes to the overall development of the students as professionals and practitioners as upon completion of the course, the students will be able to apply their knowledge of psychology in designing optimal customer experience, which will contribute to the overall skillset for their future employment.


Essential reading:
1. Ariely, D. (2008) Predictably Irrational: The Hidden Forces That Shape Our Decisions, HarperCollins, New York, NY
2. Kahneman, D 2011, Thinking, Fast and Slow, Farrar, Straus and Giroux, United States.
3. (2021) Think with Google [Online]. Available at: (Accessed: 24 April 2021)
4. (2021) HubSpot Blog [Online]. Available at: (Accessed: 04 May 2021)

Recommended reading:
1. Foxall G., Goldsmith R. E., Brown S. (1998) Consumer psychology for marketing, 2nd edn, Cengage Learning EMEA, Andover
2. Wittig, A. F. (1984) Psychology: An Introduction, McGraw-Hill, New York, NY
3. Cialdini, R. B. (2016) Pre-Suasion: A Revolutionary Way to Influence and Persuade, New York: Simon and Schuster.
4. Journal of Psychology, Taylor and Francis

Further reading:
1. Norman, D. (2005), Emotional Design: Why We Love (or Hate) Everyday Things , 1st edn, Basic Books,
2. Kolenda, N 2016, Psychology of Copywriting, Kolenda Entertainment LCC, viewed 30 April 2021,
3. Ariely, D. (2013) The Honest Truth About Dishonesty: How We Lie to Everyone--Especially Ourselves, Harper Perennial, New York City, NY
4. (2021) Marketing Land [Online] Available at: (Accessed: 27 April 2021)
5. Journal of Marketing, SAGE
6. Journal of Consumer Behaviour. Wiley
7. Journal of Consumer Research, Oxford University Press

Download student guide

Minimal learning outcomes

  • Analyse how psychological processes can affect user experience.
  • Analyse how psychological traits can influence user experience.
  • Argue the importance of user research and segmentation and interpretation of their behaviour and decision-making.
  • Analyse where and when to apply specific psychological principles in user communication at certain touchpoints.

Preferred learning outcomes

  • Design user experience using the knowledge of psychological processes.
  • Design user experience using the knowledge of psychological traits.
  • Create user research and segmentation and use psychological findings to interpret user behaviour and decision making in given examples.
  • Create concrete marketing and communication solutions for specific problems considering psychological principles.
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