- 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.
To achieve credit for this module, students must be able to:
- Evaluate how consumers as individuals and groups behave throughout the consumption process.
- Analyse how consumer behaviour can affect marketing decisions made by businesses and organisations.
- Critique the consumption processes in classroom activities and within assessments.
|Coursework 1||Essay on the theories of consumer behaviour (1500 words)||60%|
|Coursework 2||Poster exploring the effects of marketing (1000 words)||40%|
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.
- 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).