How Shoppers Shop eCourse 


In this module, we will focus on developing your understanding of how shoppers shop.

We discuss how shoppers make choices, from the role of conscious, unconscious and learned behaviour, to the influence of rational and emotional behaviour on the shopping mind and how these aspects impact on decisions around the application of P-O-P communication in-store.  


By the end of this module you will:


  • Understand the basic principles of shoppers’ behaviour.
  • Appreciate the differences between conscious and subconscious decisions.
  • Recognise the importance of choice motivations.
  • Demonstrate an ability to ‘think like a shopper’.


The module should take you about 30 minutes to complete.