Module: Consumer Behaviour

Module details

  • Module code

  • Module leader

    Dr Beverley Hill
  • Module Level

  • Module credits

  • Min study time

    150 hours
  • Contact hrs

    30 hours

Module content

  • Consumer Society and Consumer Culture;
  • Consumer’s Decision Making and Satisfaction;
  • The Perception Process;
  • Personality and Self;
  • Consumer’s Values and Motivation;
  • Behavioural Learning, Attitude Formation and Change;
  • Social Groups and Opinion Leadership;
  • Demographics and Household Decision Making;
  • Economic Behaviour and Social Class;
  • Cultural Influences on Consumer Behaviour.

Module outcomes

To achieve credit for this module, students must be able to:

  1. Evaluate how consumers as individuals and groups behave throughout the consumption process.
  2. Analyse how consumer behaviour can affect marketing decisions made by businesses and organisations.
  3. Critique the consumption processes in classroom activities and within assessments.


Assessment Description Weighting
Coursework 1 Essay on the theories of consumer behaviour (1500 words) 60%
Coursework 2 Poster exploring the effects of marketing (1000 words) 40%

Assessments may differ in 2020/21 due to adjustments for Covid-19. Please check Gateway for the latest regulations.

Key texts

Students should be familiar with the content of the following:

  • Solomon M.R.; Bamossy, G.; Askegaard, S.;Hogg, M. K. (2013) Consumer Behaviour: a European perspective, 5th ed. Prentice Hall.
  • Szmigin, I and Piacentini, M. (2014) Consumer Behaviour. Oxford University Press.

Supporting texts

  • Schiffman, L. G.; Kanuk, L.L. Hansen, H.; (2012) Consumer Behaviour: a European outlook, 2nd ed. Financial Times Prentice Hall;
  • Foxall, G.; Evans, M.; Jamal, A.; (2009) Consumer Behaviour 2nd ed. John Wiley;
  • Maclaran, P. and Parsons, E. (2009) Contemporary issues in marketing and consumer behaviour Butterworth-Heinemann.
  • Journal of Consumer Behaviour: An International Research Review (available as an electronic journal and library copy).