Introductory description

The study of Consumer Behaviour is fundamental to the discipline of Marketing.
Understanding consumer behaviour is essential for marketers as it helps them understand why individuals act in certain ways, identify what individuals want (products, services, attributes, associations), how they want to be spoken to (communicate/learn) and influence behaviour in certain situations. An understanding of the psychological processes involved in decision-making and the various influences on these processes enable markers to develop effective strategies and managerially useful analyses.
This course enables the students of marketing to examine in greater depth issues raised in the introductory marketing module. This module will provide students with an understanding of the crucial importance of understanding the psychology of consumers for company success. Students will be able to critically examine critical issues in consumer behaviour and apply the theories and principles of consumer behaviour in a practical context.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

• The Consumer Decision Making Process
• “Nudging” Consumers
• Emotions and Decision Making
• Consumer Motives and Values
• Consumer Response to Marketing Actions
• Exposure, Attention, Perception
• Learning and Attitudes
• Customer Loyalty and Customer Experience
• Social and Group Aspects of Consumer Behaviour
• Social Norms and Conspicuous Consumption
• Culture and Sub-Culture
• Consumer Misbehaviour and Consumer Research

Learning outcomes

By the end of the module, students should be able to:

• Define key Consumer Behaviour concepts, models and theories.
• Articulate major concepts and research in specific Marketing, Economic, and Psychology areas, which have relevance to Consumer Behaviour
• Demonstrate how knowledge of consumer behaviour can be applied to Marketing

Indicative reading list

Evans, Jamal and Foxall (2009) "Consumer Behaviour", Wiley or equivalent

Subject specific skills

• Assess why it is essential for companies to understand Consumer Behaviour and how it influences strategic
  decisions
• Identify examples of how marketers use their knowledge of consumer behaviour in their marketing strategies.
• Critically evaluate the applications of Consumer Behaviour evident in current practice.

Transferable skills

• Communicate complex ideas and arguments in writing
• Report information in a professional manner.
• Work in groups to prepare a professional, logical and coherent video submission on a Consumer Behaviour
  issue in a professional and engaging manner