Understanding Consumer Behaviour - BUSN7380

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2023 to 2024
Spring Term 5 15 (7.5) Katie Casey checkmark-circle


This module introduces students to core concepts and theories about consumer behaviour, including individual and organisational perspectives. It is based around understanding the critical application of sociological, economic, socio-psychological and psychological concepts to and theories to consumption.
Indicative topics are:
• Consumer Research Philosophies: What is a consumer?
• Culture: Components of Culture, myths and rituals
• Marketplace cultures
• Dark Consumption and Ethical Consumption
• Personality, Identity and the Self
• Motivational Theories
• Learning Theories
• Organisational Buying Behaviour


Contact hours

Private Study: 128
Contact Hours: 22
Total: 150

Method of assessment

Main assessment methods
Group Presentation (20%)
VLE Test - online (20%)
Individual Written Assessment (2000 words) (60%)

Reassessment methods
100% coursework

Indicative reading

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- demonstrate knowledge and understanding of the nature of the consumer and contemporary perspectives of consumer behaviour.
- understand the role of culture, consumer culture and changing social patterns in consumer behaviour.
- understand the contributions that concepts and theories (learning theories, identity and motivational theory) in psychology make to understanding consumer behaviour.
- demonstrate knowledge and understanding of ethical and dark consumption and to develop critical thinking in the field of consumer behaviour.
- demonstrate understanding of organisational decision-making processes
- understand sociological approaches to a variety of individual and collective consumer behaviours.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- demonstrate self-management skills
- exercise personal responsibility and decision-making
- work in interdisciplinary areas
- identify, analyse, and address both academic and practical problems
- communicate effectively to a variety of audiences and/or using a variety of methods.


  1. Credit level 5. Intermediate level module usually taken in Stage 2 of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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