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Consumer Behaviour - MAN00019I

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  • Department: The York Management School
  • Credit value: 20 credits
  • Credit level: I
  • Academic year of delivery: 2022-23

Module summary

This module aims for the students to develop an understanding of:

  • Critical awareness of the importance of branding decisions in the broader marketing and organisational context
  • Systematic understanding of key elements of brand strategy analysis and development frameworks, e.g., those used to analyse brand equity, to develop brand positioning, to create successful brand extensions
  • Critical understanding of brand management issues of particular relevance in an international/global context, e.g., country-of-origin branding, foreign branding

Module will run

Occurrence Teaching period
A Autumn Term 2022-23

Module aims

This module aims for the students to develop an understanding of:

  • Consumer behaviour and its role in marketing and management

  • Basic and interdisciplinary principles that shape consumer behaviour 

  • Psychological science, including areas of social and cognitive psychology relevant to marketing

  • Consumer research methods.

Module learning outcomes

Subject content

  • Demonstrate understanding of consumer decision making and judgment

  • Appreciate interdisciplinary approaches to consumer behaviour

  • Demonstrate ability to evaluate and apply psychological principles (cognitive, social, and behavioral)

  • Successfully evaluate and develop managerial applications of principles of consumer behaviour

Academic and graduate skills

  • Ability to identify and evaluate systematic influences on consumer behaviour

  • Ability to apply principles of consumer behaviour strategically in marketing contexts

  • Ability to design and critically evaluate consumer choice architecture

  • Ability to interpret research on consumer behaviour

  • Ability to conduct research on consumer behaviour

Module content

Indicative lecture topics:

  • Perception

  • Choice architecture 

  • Hedonic judgment 

  • Emotions

  • Temptation and self-control 

  • Social cognition and social influence

  • Cultural differences (and similarities) – social and cultural aspects of consumption

  • Pricing tactics

Indicative assessment

Task % of module mark
Essay/coursework 80
Groupwork 20

Special assessment rules

None

Indicative reassessment

Task % of module mark
Essay/coursework 100

Module feedback

Group work: 

Students will receive written feedback on each of the three submissions. Feedback will be timed as follows: feedback for the first group work will be provided prior to the deadline of the second submission; feedback for the second will be provided prior the deadline of the third submission, and feedback for the third will be provided prior to the deadline of the individual essay. Feedback will address (1) quality of argument, (2) quality of exposition, and (3) application/analysis of key concepts.

Individual essay:

Students will receive written feedback on the individual essay. Feedback will address (1) quality of argument, (2) quality of exposition, and (3) application/analysis of key concepts. 

The module will provide feedback within School-mandated timeframes.

Indicative reading

Useful textbooks

  • Kahneman, D. (2011). Thinking Fast and Slow. London: Penguin Group. 

  • Thaler, R. H., & Sunstein, C. R. (2009). Nudge: Improving Decisions about Health, Wealth and Happiness. London: Penguin.

  • Solomon, M. R. (2015). Consumer Behaviour. Global Edition 11th edition. London: Pearson.

Useful Journals

  • Journal of Consumer Psychology

  • Journal of Consumer Research

  • Journal of Marketing

  • Journal of Marketing Research

  • Harvard Business Review

  • California Management Review

  • MIT Sloan Management Review


The information on this page is indicative of the module that is currently on offer. The University constantly explores ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary. In some instances it may be appropriate for the University to notify and consult with affected students about module changes in accordance with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.