This module aims for the students to develop an understanding of:
Occurrence | Teaching period |
---|---|
A | Semester 1 2023-24 |
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.
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
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
Task | % of module mark |
---|---|
Essay/coursework | 80 |
Groupwork | 20 |
None
Task | % of module mark |
---|---|
Essay/coursework | 100 |
Feedback will be given in accordance with the University Policy on feedback in the Guide to Assessment as well as in line with the School policy.
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