- Department: The York Management School
- Credit value: 20 credits
- Credit level: M
- Academic year of delivery: 2024-25
- See module specification for other years: 2023-24
This module aims to provide a comprehensive and critical understanding of consumers’ decision making process and their consumption behaviour.
Occurrence | Teaching period |
---|---|
A | Semester 1 2024-25 |
This module aims to provide a comprehensive and critical understanding of consumers’ decision making process and their consumption behaviour. The module uses an interdisciplinary approach incorporating concepts, theories and approaches from a range of disciplines (psychology, sociology, economics, geography etc.) to provide a comprehensive multidisciplinary understanding of consumer behaviour. This module also aims to develop students’ understanding of the importance of understanding consumers’ behaviour within marketing decision making. The module will also examine global and cultural elements of consumer behaviour, as well as the influence of the marketing mix on consumer behaviour and the effects of global marketing management strategies on consumers.
Academic and graduate skills
Display a critical knowledge of underlying principles of consumer behaviour and marketing theories, together with their implications for marketing practice;
Apply and critically assess psychological, sociological, geographical and economic tools and concepts in the context of contemporary marketing practice and the consumer society;
Develop the skills needed to apply these tools and frameworks within global and local marketing contexts;
Evaluate the role of ethics and sustainability in consumers’ choices as well as strategic marketing decisions;
Develop a critical understanding of traditional and modern consumer research methods.
Demonstrate an understanding of how elements of the marketing mix influence consumer behaviour
Skills-related learning outcomes
Demonstrate ability to work both independently and in teams, set goals, and complete tasks within deadlines.
Produce logical and structured arguments supported by relevant evidence.
Subject content
Understand and critically evaluate the perspectives of various multidisciplinary/interdisciplinary theories and models of consumer behaviour;
Critical awareness of the importance of consumer behaviour in strategic market management decision making;
Critical appraisal and application of consumer behaviour theories, models and framework within an applied real-world context.
Understand and critically evaluate the consumer behaviour in local, national and global contexts.
Possible topics include but not limited to (some may be covered over multiple weeks):
Consumer behaviour history and development
Consumer behaviour and the marketing mix
The decision-making process
B2C vs B2B consumer behaviour
Micro issues in consumer behaviour- attitudes, motivation, involvement, personality
Macro issues in consumer behaviour – reference groups, culture, the physical environment
Demographics, psychographics
Post purchase consumer behaviour
Sustainable and ethical consumer behaviour
Consumer behaviour research methods
Task | % of module mark |
---|---|
Essay/coursework | 100 |
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.
East, R., Singh, J., Wright, M and Vanhuele,M. (2021) Consumer Behaviour: Applications in Marketing (4th Edition), Sage Publications
O’Shaughnessy, J. (2013) Consumer Behavior: Perspectives, Findings & Explanations. Palgrave Macmillan: London.
Sethna, Z. (2023) Consumer Behaviour (5th Edition), Sage Publications
Solomon, M.R., Askegaar, S., Hogg, M.K and Bamossy, G.J. (2019) Consumer Behaviour: A European Perspective (7th Edition), Pearson
Szmigin, I and Piacentini, M. (2022) Consumer Behaviour (3rd Edition), Oxford University Press
Key journals (readings will be provided week by week):
Consumption, Markets and Culture
Journal of Consumer Behavior
Journal of Customer Behaviour
Journal of Consumer Psychology
Journal of Consumer Research
Psychology & Marketing