Introductory description

This module equips students to influence consumer behaviour effectively and responsibly. Building on the term 1 foundation in the science of consumer decisions, it is structured around three complementary approaches to influence, taught jointly by Marketing and Behavioural Science.

Motivation and incentives (led by Marketing): how needs, goals, identity, rewards and incentive design shape what consumers want and do.

Information and persuasion (shared, Marketing and Behavioural Science): how message content, framing, source and the principles of persuasion change attitudes and choices.

Nudging and choice architecture (led by Behavioural Science): how the design of the decision environment – defaults, salience, friction, ordering – steers choice, with a focus on decisions that matter in marketing contexts.

An introductory session articulates the overarching framework and the ethics of influence; a concluding synthesis shows how to select and combine the right levers for a given consumer, context and objective.

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.

Introduction – a framework for consumer influence (shared): the three complementary approaches and how they fit together; the ethics of influence and the line between persuasion, nudging and manipulation.

Approach 1 – Motivation and incentives (Marketing):

Understanding consumer needs and goals

Connecting to consumer identity

Utilizing incentives and reward design

Approach 2 – Information and persuasion (shared: Marketing & Behavioural Science)

Using information to shape attitudes and choice

Implementing the principles of persuasion

Approach 3 – Nudging and choice architecture (Behavioural Science):

Employing choice architecture

Harnessing behavioral pricing

Implementing nudges at scale

Synthesis – from insight to influence behavior: selecting and combining the right levers for a given consumer, contextand objective; responsible influence in practice.

Learning outcomes

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

• Explain and compare the three principal approaches to influencing consumer behaviour – motivation and incentives, information and persuasion, and nudging and choice architecture – and the psychological and economic mechanisms underlying each.
• Critically evaluate when and why particular influence levers are effective, selecting the most appropriate approach for a given consumer, contextand objective.

Indicative reading list

Reading lists can be found in Talis

Research element

Yes – students use secondary sources and evidence to design and justify influence strategies.

Interdisciplinary

Yes – the module is explicitly interdisciplinary, co-designed and co-taught by Marketing and Behavioural Science.

International

Use of international examples and case studies.

Subject specific skills

Apply appropriate consumer-influence tools to realistic marketing problems and design interventions that are effective and ethically defensible.

Transferable skills

Communicate influence strategies and their evidence base clearly to decision-makers, and work effectively in a team.